STYLE Edit: Sienna Miller, Iggy Pop and Gucci Mane party like it’s the 1970s in Rome mansion for Gucci’s Cruise 2020 campaign video
Gucci’s new Cruise 2020 campaign video documents one wild night in Rome, with actress Sienna Miller, rock star Iggy Pop and rapper Gucci Mane among the A-list guests at this uninhibited affair, captured on film by Harmony Korine
If you ever had any doubt about who was throwing the craziest parties in the fashion industry, let the Gucci Cruise 2020 campaign – or its face, rapper Gucci Mane – say it once and for all: “Gucci the OG”.
The Cruise 2020 campaign video, which debuted in October and is directed and photographed by American film director Harmony Korine, transports us into the kooky, kaleidoscopic world of creative director Alessandro Michele’s Gucci reverie.
Everyone – and we mean everyone – is mingling like frenzied fireflies in this retro-styled dinner party, hosted at Rome’s historic Villa La Furibonda. Just one look at the guest list will be enough to make you Gucci-green with envy: actress Sienna Miller, rapper Gucci Mane – whose stage name pays homage to the Italian luxury brand – and “Godfather of Punk” Iggy Pop are just a few of the iconic invitees to the evocative mansion.
The “host” of this uninhibited affair – or so we assume, although it is hard to tell amid all the egalitarian whimsy – is Italian socialite Marisela Federici. She greets her guests with arms wide open at her actual residence, La Furibonda mansion, immaculately dressed in a black moire gown with crystal trim. She wears a spectacular headpiece that you may recognise from the Gucci Cruise 2020 runway opening.
To her left, we note the Gucci Zumi bag, named after Michele’s muse Zumi Rosow, with striped leather detailing.
Miller, who recently starred in drama American Woman, dons 70s style fringe and a faux fur coat as she hangs about in the villa’s kitchen. In this vignette, Michele’s brand philosophy is clear: no space – physically, literally or figuratively – is out of bounds for the Gucci family.
