In today’s #metoo era, where technology giants like Google, Apple, Facebook, and Amazon (GAFA) closely monitor and track any form of female nudity, it has become increasingly challenging to create an advertising campaign centered around sex. Any hint of sexualization can lead to immediate cancellation and censorship, as I experienced firsthand when my post about Jacquemus’ latest campaign was swiftly removed from LinkedIn.
That is why Gucci’s boldness in tackling sexual fantasies in their new campaign, “Aria 2021,” deserves applause. However, it is essential to note that Gucci has not returned to its infamous “porno chic” roots reminiscent of the Tom Ford era from 2001 to 2003, with its provocative pubic hair-shaped G logo. Instead, Gucci has taken a different approach.
In 2021, luxury brands are exploring our deepest desires through the lens of renowned psychologist Sigmund Freud. The campaign seeks to evoke the allure of Freud’s classic work, “Three Essays on the Theory of Sex,” by presenting a collection of sexually charged fantasies. The esteemed photography duo “Met and Marcus” have captured these fantasies with a chilly and detached aesthetic. The campaign explores various themes, including fetishism, threesomes, voyeurism, and pansexuality, incorporating a range of different “isms.”
The result is an unmistakable Gucci aesthetic, with the brand’s signature total look that has now become synonymous with BDSM fashion. In this year, sex is deemed acceptable only if it is wrapped in high fashion, devoid of excitement, and infused with intellectualism. The emphasis lies more on inducing yawns than on cultivating enjoyment. Oh, how we long for the good old days when sensuality was embraced and celebrated.
Useful links:
1. Gucci Aria Collection – Official Website
2. Gender and the Art World – The Economist
