THE EXPERIENCE OF THE UNEXPECTED

Ryan Gosling stars in the new Gucci Valigeria campaign recreating the travel accessories Guccio Gucci interacted with as a Porter with The Savoy

- JONATHAN 

THROUGH THE LENS of photographer Glen Luchford, Gucci Creative Director Alessandro Michele is telling a story about origins and travel experiences. From their creative minds, the new Gucci Valigeria campaign featuring actor, screenwriter, director and musician Ryan Gosling upends the idea that the suitcase is just a container; it tells a dreamlike sequence that departs from the visual scenography typical of luxury iconography, and roots it in the rich reality inspired by the culture of travel that forms the brand’s history.

Gucci was founded in Florence in 1921 by Guccio Gucci, who more than 20 years prior when he was just 17, emigrated to Paris and then to London. It is precisely in this provenance of travel that the heritage of Gucci finds its origins. With the young Florentine working first as a porter at The Savoy in London, the go-to destination for international travellers, he discovered the magic of travel which at the time, was synonymous with discovery, discussion, and a bridge between diverse cultures.