A new shoot from Imruh Asha and Carlijn Jacobs seeks to prove you probably can’t
Newsflash, newsflash, it just dropped: Gucci is officially the hottest brand in the world, according to Lyst’s cool biannual report.
The Italian house that started as a small luggage boutique in Florence has grown into an industry juggernaut in the magical hands of Alessandro Michele, whose eclectic and kaleidoscopic take on style has captured the imaginations and hearts of fans. fashion from all over the world. There’s hardly a soul on the planet who could honestly say that being part of Michele’s Gucci cohort group doesn’t seem like an attractive proposition.
While sparkly and dramatic feather-trimmed dresses, luxe velvet suits that look like they were ripped from the dance floor of a smoky ’70s nightclub, and cute babydoll dresses finished in flowers and lace are turning heads. Heads on and off the runway, much of Gucci’s enduring success is due to its house classics and creating the kind of coveted pieces we’re all crazy about.
For those of us familiar with the house’s emblems and iconography, a gold glitter horsebit loafer or a Gucci Dionysus or Jackie 1961 monogrammed bag can be spotted 25 paces away. But few pieces are as iconic as the house’s instantly recognizable belt. The timeless style has been rolled out throughout Gucci’s history, with its interlocking and layered Gs first seen in the 1970s.
When it comes to the Gucci Love Parade collection, which debuted on Hollywood Boulevard in late 2021, Michele was apparently particularly taken with the house’s reimagining of the cinched outfit. Three ’70s, one ’90s and one ’00s buckles have been revamped for 2022, with floral, crystal-encrusted, bolshy and classic color options all offered, as well as padded, painted and embossed iterations. of the strap itself. The entire edit “starts with five loops, but goes on forever,” explains the house. Meaning: It’s really up to you how you wear them.
It’s this expansive story that also got fashion director Dazed Imruh Asha and frequent photographer and collaborator Carlijn Jacobs’ creative juices flowing this season. The two have joined forces to create a bold campaign that celebrates the iconic accessory, as classic styles unearthed from the Gucci archives sit alongside new house classics.
Drawing inspiration from legendary pop culture moments throughout history, like the time Madonna hooked her thumbs in her belt loops circa her All-American “Don’t Tell Me” era, and the 1971 album of the Rolling Stones sticky fingerswhich saw the band tap into Andy Warhol to create cover art that provocatively focused on a man’s crotch, Asha and Jacobs explore a range of archetypes through their imagery.
There are the riders, in slick waistcoats and ten-gallon hats, the coquettish disco diva in racy black lace, and the ’80s vixen in the corkscrew curls of masc pink pressed satin. What they all have in common are the belts they wear – those unmistakable G’s always at the center of the action, shining around each model’s waist.
Elsewhere, in a close-up photograph, the belts are stacked to a coveted height, forming a bondage-y top that transports us through the style’s eras. But that youWhether you’re splashing out to recreate that particular look, or saving up to score just one version of the accessory, its versatility is unmatched. Worn with a pair of classic blue denim jeans and a plain white t-shirt, a sparkly dress or through the belt loops of a pair of 70s style flares from Gucci, it quickly becomes a staple for a new generation – and we mean, who can blame them?