The three music icons are captured by cult director Harmony Korine in a Modernist Los Angeles mansion for Gucci’s new men’s tailoring campaign
A$AP Rocky, Iggy Pop and Tyler, The Creator have come together for Gucci’s new men’s tailoring campaign, shot in Los Angeles in February. Reimagining the stars as “housemates”, cult director Harmony Korine captures the musicians (plus two feathered friends: a blue hyacinth and Biggy Pop, Iggy Pop’s parrot) in various rooms of the Californian Modernist house.
“Together the trio have fun, and while each is undoubtedly a separate, powerful personality, their shared love of panache creates common ground,” Gucci says in a statement released alongside the campaign of the perhaps unlikely group. In the accompanying campaign film, A$AP Rocky, Iggy Pop and Tyler, The Creator are seen throughout the house to a soundtrack of Supernature by Cerrone, dancing, eating and hanging out in a series of typically eclectic Gucci outfits: think leopard print suits, monogrammed knitwear, 1970s-style sunglasses, colourful accessories and plush outerwear.
“It was beautiful to see these three men together, seemingly different but very similar,” says Alessandro Michele. “This is another chapter of this journey. With these campaigns, I am working on different ways of being elegant, and these three men embody this idea perfectly. I like to tell the story of elegance in completely arbitrary and unexpected ways. Perhaps elegance is something in the air that sometimes you are not even ready for. Male elegance can be unpredictable and strange.”
Creative Director: Alessandro Michele. Art Director: Christopher Simmonds. Photographer/Director: Harmony Korine. Hair: Paul Hanlon. Make-up: Thomas De Kluyver.
Supernature. Performed by: Cerrone. Written by: Marc Cerrone, Lili Marlene Premilovich and Alain Wisniak. Published By: Kobalt Songs Music Publishing, Because Editions /Concord Music Publishing. Courtesy of Malligator Préférence under license from Because Music.