Gucci is headed to sunnier climes for the holidays. The house’s Cruise 2020 campaign is set on a cruise liner, and depicts a joyful on-board party against the transporting backdrop of a tropical paradise. The hedonistic scenes feature a cast of characters in the brand’s celebratory collection, complete with tinsel-strewn buoyancy aids, Father Christmas and a sand-snowman. The playful campaign was shot by Harmony Korine, the filmmaker behind Spring Breakers and Kids, whose highly anticipated film The Beach Bum hit UK cinemas last week. The campaign follows in the same spirit as the brand’s pre-fall offering – also shot by Korine – which imagines a bacchanalian Italian house party, replete with feasting, dancing and dogs. For further cold weather escapism, Gucci has also created a psychedelic Instagram filter inspired by the campaign’s celebratory colours and an augmented reality portal (available on the Gucci app) where users can immerse themselves in the brand’s tropical cruise fantasy.
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