Fronted by the loved-up duo of Kendall Jenner and Bad Bunny, Gucci’s new Valigeria campaign is both an ode to iconic House motifs and an indication of Gucci’s new chapter under its recently-anointed Creative Director, Sabato de Sarno. Putting a decidedly cool spin on luxury travel, this campaign has been making waves as much for its protagonists as for the exceptional luggage it highlights.
In a move that made news around the world, Gucci’s newest Valigeria campaign was brought to life by the magnetic duo (and actual couple) of Kendall Jenner and Bad Bunny. This collaboration epitomises the Gucci Ancora spirit, an ode to the essential element of love embedded within the overarching Gucci narrative. Set against the backdrop of an airport — the quintessential threshold where bold adventures commence — the campaign, captured through the creative lens of Anthony Seklaoui, paints an intimate picture of shared voyages, emphasising the unspoken connection created through travel.
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In a revival of the easy elegance of the 1990s, in particular, the era of celebrities photographed emerging from flights in their chicest, casual attire, this campaign takes the cues from figures like Carlolyn Besette-Kennedy and Kate Moss and reimagines it with a modern flair. Kendall Jenner and Bad Bunny effortlessly embody this idea as they navigate the airport, carrying with them pieces from the Gucci Savoy collection. The range, featuring GG Supreme duffle bags, backpacks and suitcases, proudly exhibits Gucci’s heritage, marrying the timeless GG monogram and Web stripe with a fresh take on the House’s heritage design.
Not only does this campaign pay homage to Gucci’s history but it also propels the brand into a new chapter of adventure and opulent travel. Under the visionary eye of Creative Director Sabato De Sarno, the infusion of fluorescent leather details and embossed GG rubberised leather styles signals an avant-garde approach while maintaining the House’s inherent elegance.
Gucci, the epitome of luxury and innovation, continues to redefine luxury while championing creativity, Italian artisanship and pioneering design. Embracing a future where tradition meets innovation, Gucci’s Valigeria campaign sets a new standard for jet-setting sophistication and gives luxury travel a cool, contemporary edge.
