In the world of luxury, being “hairy” has not been a favored trait. Conformity and blending in were considered the norm. Just take a look at the prominent K-pop icons who are completely hairless, as if they were just born. The recent women’s Vuitton fashion show created a frenzy of comments when the well-defined and smooth Felix made a brief appearance during the live YouTube broadcast. This highlights the madness of the luxury industry, where they cater to the biggest K-pop stars and their influence over algorithms.
However, the long-standing dictum of being “hairless” is now being questioned, and it is all thanks to Gucci’s latest campaign featuring their legendary “Horsebit 1953 Loafer”. The star of the campaign is the very masculine Paul Mescal, who is known for his rugged and “hairy” appearance. He is set to appear in the highly anticipated Gladiator 2, making him a true icon of English-speaking cinema.
Gucci by De Sarno takes a different approach to hair. It no longer associates hair with bohemianism, as it was seen during Alessandro Michele’s tenure. Instead, hair is depicted as free, relaxed, and playful, yet still maintaining an air of elegance. It embraces casual strolls and rejects the obsession with contemporary performance. This campaign encourages us to indulge in wasting time without feeling any guilt, as it is beneficial for our mental health. The setting in the campaign is simple, not conforming to the cold minimalism of Quiet Luxury, but it still fulfills our desire for comfort. It embodies timelessness, mirroring the iconic horsebit moccasin.
Useful links:
1. Gucci Official Website
2. Gladiator 2 Official Website
