Gucci’s new men’s collection is shown to best effect with heavyweight hip hop and rock star representation—emphasis on hip, and the pieces do pop.
The fashion house enlisted the help of heavyweights Iggy Pop, Tyler the Creator, and A$AP Rocky to show off the new tailoring line for the fashion-oriented man, and held an eccentric photo shoot—with filmmaker Harmony Korine behind the camera—in an eccentric midcentury house in Los Angeles to drive home the flashily pastiche-driven look of the Italian company’s vision for the 2020-something male. The tailoring takes inspiration from the 1960s and 1970s, with some 1950s tossed in for good measure.
Iggy Pop once attempted to float a new fashion based upon wearing raw ground chuck, but looks much better in the rockstar entry in the shoot—a leopard-print suit. A$AP and Tyler model sweaters, shirts and suits that range from traditionalist to glossy lounge-inspired, monogrammed to understated, brightly colored to staid, private school to art school. A pink jumper, an Edwardian-inspired shirt off a Moody Blues album cover, and a glitzy dinner jacket are among the more daring items.
The choice of these three celebrity figures is telling. All are iconoclastic icons in their way; choosing icons who break icons suggests a contradiction in terms, to be sure, but the fleeting, present-tense-only nature of high fashion combines with an abstract, timeless absolute in an idealistic nostalgia that couldn’t be more aptly represented.