Harry Styles is the face of Gucci’s new campaign We love it.

How do you make a man walking to a fish&chips store carrying a chicken in his arms look not only absolutely normal but also incredibly cool? Easy, you just need to put Harry Styles and Gucci together!

Gucci has just released its first official campaign since Alessandro Michele became the brand’s creative director in 2015, starring British singer, songwriter and actor Harry Styles and the internet can’t stop talking about it.

The campaign

The photos and the one-minute film starring Harry Styles, under the creative direction of the Italian Alessandro Michele and with Art Direction by Christopher Simmonds, were shot by photographer Glen Luchford in North London, at a fish and chips place, featuring some local school kids, five dogs and a chicken. Gucci describes on Instagram, the campaign saying: “In a narrative sequence that echoes many famous photographs and scenes from British films, @harrystyles brings his pet chicken and dog into the fish and chip shop. “

 In the campaign, we see Styles rocking different suits paired with pink socks and white loafers, sandals with socks or kickers with the typical Gucci stripes, green socks and a green blanket on the shoulders, and wearing a coral necklace or an oversized Gucci diamond brooch and rings on several fingers. And while we see stylish Styles walking nonchalantly on his way to the chippy, carrying lovingly in his arms his chicken (which he then seems to forget in the shop) we can hear the love-song “Michelle”, written by John Lennon and Paul McCartney.

All so quintessentially British and so very cool

Who is Harry Styles?

The British pop/rock star, better known for being a former member of the boy-band One Direction, has grown into a stylish man. His first solo single reached number one in the UK, and he received a Brit Awards for its video. He launched his first solo album “Sign of the Times” a year ago with positive critical reception, and he is on a world tour promoting it as we speak.  As an actor, he made his debut in the film Dunkirk in 2017. 

Why is Harry Styles the new face of Gucci? 

His flamboyant style and preference for Gucci, Vivienne Westwood and Savile Row suits with a twist, have secured him a place on the best-dressed-men-in-the-world list. The singer has also been ranked on the top 10 most powerful celebrity fashion influencers of 2017. He has, by the way, been an unofficial ambassador for Gucci for a while now, favouring the Italian brand’s printed and floral suits in his red carpet appearances and his world tour, when he wears custom clothes designed by Alessandro Michele. So choosing Styles to be the face of Gucci’s Fall 2018 tailoring campaign seems just natural. His fashion style is unmistakable. Like a Dandy time-travelling to London in the swinging 60s and 70s, Styles has an “Oscar Wilde-meets-Jimi Hendrix” je ne sais quoi that fits perfectly with the maximalism and eccentricity of Michele’s collections for Gucci. 

Alessandro Michele’s vision

Since he started at Gucci, Michele has been developing the same theme, breaking thus the paradigm that designers have to start each collection from scratch. The aesthetic of his collections has been very consistent; it is kind of vintage Oscar Wilde with a hint of 60’s rock&roll.

By the way, thanks to his signature embroidered blazers and flamboyant looks, sales have rocketed; In the third quarter of 2017 sales were up by 49.4%.

Photos via Gucci 

By Selma

I am the editor-in-chief of notorious-mag.com and co-founder of vienna-skincare.at. I have also been working as creative director at 407.media, a marketing agency headquartered in Vienna, Austria, with offices in Hamburg, Germany, and Madrid, Spain.