Gucci store facade

Gucci, an Italian label, has revealed its Aria campaign, which features sexually charged imagery and stars Maneskin, Eurovision winners.

Gucci store facade

Aria presents Gucci’s logo-adorned pieces and equestrian-inspired looks in a new light through a raunchy campaign inspired Eros, the Greek god of love. Sigmund Freud’s and Judith Butler’s books on sexual theory and desire are displayed among BDSM contraptions and lounging models.

Alessandro Michele personally selected a star-studded cast. Maneskin, the Italian chart-topper, made their mark in key looks from Gucci’s AW21 collection. This campaign closely follows Maneskin’s latest music video for “I Wanna Be Your Slave”, in which Maneskin is also wearing Gucci head-to-toe. The video has been viewed over 40 million times and confirms their success after winning the Eurovision Song Contest.

man playing guitar on stage

The Aria season’s rock and roll theme was seamlessly incorporated by the band, who displayed a collection of genderless outfits that were unveiled earlier this year in a tribute to Tom Ford’s tenure as the house’s chief designer. The Jackie 1961 bag, part of Gucci’s collaboration and Balenciaga, was the focus point. It was shown alongside the mainline collection.

Aria’s campaign features erotic imagery. The Aria video expands on the brand’s commentary about sexual desire and fetishism. The video is divided into five parts: androgyny and eros; body, clothes, philosophy; androgyny and eros. It focuses on the ‘Ontology Of Desire’.