Gucci Pays Tribute to NYC with New ‘Blondie’ Campaign + Film
In March of 2020, New York City emerged as the epicenter of a terrifying pandemic, one which quickly found hospitals overrun with patients infected by an insidious new coronavirus ominously called COVID-19. We can say with certainty that even the normally unflustered amongst us were inclined towards fears of a health-crisis-driven apocalypse.
Two-plus years on, and the city has “recovered” in some good, but also some troubling ways. A Siena College poll in March revealed New Yorkers’ number one concern to be the rising crime rates; housing costs are skyrocketing in an already ridiculously expensive city; and a shift towards WFH culture means thousands of empty offices, and the corresponding drop in tax revenues.
But Gucci have nevertheless used the opportunity of their new campaign for the Blondie handbag and accessories collection to write a video love letter to the city that famously doesn’t sleep, yet surely does find itself emotionally exhausted from the events of the last two years. It’s meant to be something of an extension of the ‘Love Parade’ celebration that saw the exalted Italian fashion house take over Hollywood Boulevard last November, for a star-power fashion show featuring the likes of Jared Leto, Jodie Turner-Smith and even Macaulay Culkin.
Switching up coasts, though, the campaign – conceived by Creative Director Alessandro Michele and Art Director Christopher Simmonds, shot by Angelo Pennetta – follows several models decked in ’70s inspired Gucci Love Parade styles, with Blondie bags in hand, enthusiastically traversing the streets of NYC, with some of the the city’s most iconic landmarks as a backdrop. So moving along Fifth Avenue the spectacular, Frank Lloyd Wright designed Guggenheim Museum suddenly comes into view; then south and slightly east to Madison Ave it’s the always majestic Empire State Building; as afternoon fades into evening a few moments of stopping to admire the fountains of Rockefeller Center after leaving a meeting at 30 Rock; then by night it’s catching the “Gucci European Film Festival” at the West Village’s IFC Center…before heading back uptown for a sold out show at Radio City.
Cleverly, French songstress Amanda Lear‘s 1978 hit ‘Follow Me’ provides the soundtrack, as the lyrics are about striking Faustian bargains – “I’ll sell you dreams and new desires / I am your fate / So just follow me” – which surviving in New York certainly seems to sometimes require.
But as the Gucci Blondie campaign decisively reminds us, she’ll always be worth it.