Harry Styles for Gucci Campaign • Autumn/Winter 2018
Journeying to North London, Gucci visits a Great British institution for the setting of its new advertising campaign for men’s tailoring: the fish and chip shop.
Known locally as a “chippy”— the original English takeaway which first opened in London in 1860, the fish and chip shop is a traditional fixture on many British streets, a place where people gather to buy battered cod, fried chips and mushy peas. Chippies today are often decades old and are routinely brightly lit, with a serving counter, tiled walls and white-and-pastel colour schemes. The chippy is a place where characters are found queueing and chatting, particularly on Friday nights, as they wait for their fish to fry.
It is into this setting that Gucci introduces the young Englishman, musician Harry Styles. A singer, songwriter and actor, Styles is pictured in a variety of Gucci tailored outfits, including two suits with waistcoats (one a wool mohair white-red-black mini pied de poule worn with a green check blanket and the other an ink-grey bee check), a splash-dark beige macro gingham sharkskin dressing gown, worn as a coat, a decorative dark wool mohair jacket with embroidered collar detail, and a white-oatmeal hued macro bird’s eye wool suit with MLB NY Yankees patches. The styling is contemporary, with the tailoring combined with formal shirts and ties, buttoned-up casual shirts, and moccasins, sandals and sneakers.
Styles brings a pet chicken and dog into the chippy with him. He orders his food and then shares it with the animals, in a narrative sequence that echoes many famous photographs and scenes from British films.
The campaign breaks in June across all media.
TALENT: Harry Styles
CREATIVE DIRECTOR: Alessandro Michele
ART DIRECTOR: Christopher Simmonds
PHOTOGRAPHER/DIRECTOR: Glen Luchford
(c) SM Publishing (Italy) Srl
Performed by Blac Rabbit
Produced by Pete Nice
(P) How Far Music