Gucci aria festival 2021 campaign snow white and horses and ambassador kai

Gucci aria festival 2021 campaign snow white and horses and ambassador kai

Every time winter comes, fashion brands race to launch special photos for the festive season’s advertising campaign. They’re not just pretty photos. But they also evoke feelings of love and warmth every year-end season.

Gucci aria festival 2021 campaign snow white and horses and ambassador kai

This year, one of the campaigns to create the feeling of wanting to go out for Christmas the most is the set of photos taken by Kai, a member of EXO and SuperM, with Gucci. In Gucci Aria designs, brand ambassador Kai invites you to step into the snow-white wonderland.

The Kai for Aria campaign consists of two parts: a short film and photographs directed by Gucci creative director Alessandro Michele.

The short film opens with a close- up shot of Gucci’s glittering heart-shaped minaudière purse . This Gucci Aria collection wallet fell from the sky into Kai’s hand, which he brought into his own heart in a mesmerizing lyrical choreography. Then, in the scene of day turning to night, Kai approached two white horses, the mascots of the Italian fashion house.

The feeling of the short film is so magical, like a beautiful winter day dream. But Gucci never shot an ad campaign just for the sake of art. Always sophisticatedly embedded in the content are the brand identity values.

Horses have long been an important symbol of Gucci. The fashion house became famous in 1921 thanks to its high-quality equestrian accessories. Remember, in 2020, Gucci even shot a fashion advertising campaign without stars, only horses, horses and horses! The horses are also part of the original Gucci Aria collection .

Besides the brand’s mascot, the genderless fashion element continues to be exploited by Gucci. One outfit Kai wears is a red velvet suit originally designed for actress Gwyneth Paltrow – the image is genderless but not feminine!

There are many reasons why Korean men are favored by Gucci. In addition to the fact that Kai has been a global ambassador of Gucci since 2018 until now, the male artist also brings an unbelievable attraction to the brand.

According to market research company Lyst, Kai is one of the top 10 most influential faces in the global fashion industry in 2021.

Lyst owns a search platform for luxury goods, from fashion, cosmetics to furniture. Based on user searches in 2021, Lyst can come up with a list of stars that make waves in fashion product searches.

In the top 10 Power Dressers of 2021, Kai reached number 5 thanks to a successful collaboration with Gucci in April 2021. At that time, the Kai Bear collection he designed with Gucci just released was sold out, and also caused a 264% increase in searches around the Gucci brand!

Kai is also the only Asian face in the top 10 Power Dresser this year. He is alongside major global stars: Zendaya, Dua Lipa, Lil Nas X, husband and wife Hailey and Justin Bieber, couple A$AP Rocky and Rihanna, Harry Styles, Jennifer Lopez, Lady Gaga.

Besides, at the end of 2021, Kai also returns to the music market with a new solo album, Peaches . This album is sure to break the music charts. Collaborating with Kai for the Gucci Aria campaign was a very good decision from Gucci.

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