Played by British singer-songwriter and actor, Harry Styles with Creative Director: Alessandro Michele, Art Director: Christopher Simmonds and Photographer & Director: Mark Borthwick, the new Gucci HA HA HA campaign celebrates human desire and masculine transformation.

It is the natural  continuation of a journey of shared creativity that began the moment Michele asked his friend Harry Styles to prepare a “two-headed” collection. Presented in June 2022, Gucci HA HA HA, a crasis of the initials of ‘Harry’ and ‘Alessandro,’  is a collection that represents friendship.

“I’m so happy to see this project finally come to life. I’ve known Alessandro for years now, and he’s always been one of my favourite people. I’m always inspired watching him work, so doing this collaboration with my friend was very special to me.”, says Harry Styles. Now, the artist stars in a campaign to which he lends not only the physicality of his face and body, but also releases his expressive emotionality while taking on all the intrinsic “meanings” within the collection.

Central to the campaign, in addition to daily life objects such as the sofa and chair, the Gucci Bamboo 1947, embeds the iconic bag within the narrative like a beacon of the renewal of the masculine world. This is the creative device that allows sartorial jackets, formal suits, Prince of Wales coats, and all the other pieces to narrate the essence of a fashion based on revolution and autonomy.

The images and video, shot by Mark Borthwick, tell the story of this avant-garde journey. Through the interpretation of Harry Styles, the collection is able to exhibit masculine vanity without hypocrisy and false scruples dictated by convention. Photo after photo, Styles enacts a theatrical piece that transforms the men’s wardrobe into a platform of freedom.

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