Today, Gucci announced that actor, screenwriter, director, and musician Ryan Gosling will be the face of the Valigeria campaign, featuring the Gucci Savoy collection of luggage and accessories. In the photos, you can see Gosling pushing a bellman’s cart across a beach clad in a Gucci-print suit. The Italian label also released a video set to Heart’s “Magic Man” celebrating the launch, featuring Gosling wearing a cowboy hat surrounded by GG-print luggage and trunks prior to getting into a pickup truck loaded with more Gucci.
“Travel for Gucci was never purely physical. Gucci is the brand that accompanied the artists, writers, actors, and directors of Hollywood on their journeys […] This is why I wanted the advertising campaign to recount a situationist dimension where the protagonist traverses a ‘non-place’ that is first and foremost a mental place, the same as those who, in the past and present, choose Gucci because they grasp the significance of creativity used to build imaginary places. And it is for this reason that a Gucci suitcase appears as a magical suitcase,” Creative Director Alessandro Michele said in a press release.
Gucci actually began as a luggage manufacturer in Florence in 1921. The Savoy collection features trolleys, hard and soft suitcases, duffle bags, trunks, hat boxes, and beauty cases. The new releases integrates modern details like studs aside trademark Gucci signatures like webbing stripes and beige monogram.
