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The Måneskin are the protagonists of the new Gucci Aria campaign

Alessandro Michele chose them as ambassadors to celebrate "eros as a creative force"

The Måneskin are the protagonists of the new Gucci Aria campaign Alessandro Michele chose them as ambassadors to celebrate eros as a creative force
Courtesy of Gucci
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A year of success for the Måneskin: the victory at the Sanremo Festival, the triumph at the Eurovision Song Contest and an album that is climbing the global charts, but they don't seem willing to stop there. With their biting hits and their rock'n'roll attitude, but also with their daring looks on stage and in everyday life, they conquered the world audience and the heart of Alessandro Michele, creative director of Gucci, who chose them. once again to wear her creations in the new Aria collection campaign. The Roman band had already worn iconic clothes and accessories signed by Alessandro Michele in the video clip of their latest single I Wanna Be Your Slave. The idea of this campaign recovers from the band's rock 'n' roll imagination but also from the past of Gucci and its campaigns to describe eros as the engine of imagination and fantasy.

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Among details of feathers, lace and transparencies, leather pants and body harness, the Måneskin celebrate the freedom of style and expression that unites them to the brand led by Michele, together with genderless aesthetics and retro charm. The band and the rest of the cast are portrayed by photographers Mert Alas and Marcus Piggott in a hotel room with a dark and mysterious atmosphere that alludes to the Savoy hotel in London, the setting for the Gucci Aria film presented in April 2021 on the occasion of the fashion show for the brand's 100th anniversary. To underline the aesthetics suspended between corporeal and intellectual, the models read treatises or essays on desire, such as Simulacra and Simulation by Jean Baudrillard, The Work of Art in the Age of its Technical Reproducibility by Walter Benjamin, Bodies that Matter by Judith Butler, Three Contributions to the Theory of Sex by Sigmund Freud and Sexistence by Jean-Luc Nancy.