Echoing History: Ryan Gosling Is the Newest Face of Gucci - The Scene

The “Valigeria” campaign video pays homage to Guccio Gucci’s beginnings working at London’s Savoy Hotel.

Ryan Gosling joins Harry Styles, Jared Leto, and Lana Del Rey in lending his face to a Gucci campaign. The Italian luxury label taps The Gray Man actor for its latest “Valigeria” campaign, highlighting their travel pieces and accessories. 

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In the two-minute campaign video, envisioned by Alessandro Michele and shot by Glen Luchford, Gosling wears Gucci’s Spring 2022 collection. Amid the set inspired by the seventies, the 41-year-old goes on a journey through time and space, beginning in a motel room. Gosling then approaches his vehicle, a pick-up truck filled to the brim with pieces of Gucci luggage with symbolic elements like the GG monogram and Web stripe. 

Gosling for Gucci’s “Valigeria” campaign. / Image from @ryangosling on Instagram.

The new campaign echoes the house’s origin. After the motel, Gosling passes through multiple destinations, including a beach and London’s Savoy Hotel. Decades ago, Gucci’s founder, Guccio Gucci, worked at The Savoy as a luggage porter as a young man. With the exposure to the property’s lavish guests—and their luxurious frocks and luggage—Guccio was inspired to build his own artisanal atelier. 

Images from Gucci’s website.

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