Gucci Valigeria‘s latest campaign takes a heartwarming turn, swapping the steamy romance of Kendall Jenner and Bad Bunny for the enduring friendship of Ni Ni and Chang Chen. The duo, reprising their roles from the Chinese drama Love and Destiny, embark on a stylish journey that celebrates the joys of reconnecting and the familiar beauty of travelling with loved ones.
Conceived by creative director Sabato de Sarno and captured through Anthony Seklaoui’s paparazzi-inspired lens, the campaign unfolds in the bustling airport, a symbolic crossroads of departures and arrivals. Gone are the high-fashion runway looks; instead, Ni Ni and Chang Chen exude effortless elegance in casual chic, their Gucci Savoy luggage the perfect companions for their impromptu adventure.
“This is about love and the broader concept of family,” declares Gucci, highlighting the campaign’s focus on genuine connections that transcend the bounds of romance. It’s a sentiment echoed by de Sarno, who sees these images as “a celebration of the special kind of familiar beauty that travel brings, especially when you find yourself beside a friend that is like family.“
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This isn’t the first time Ni Ni and Gucci have crossed paths. The actress, known for her roles in ”The Flowers of War and Love and Destiny,” has been a global brand ambassador since 2017, and her timeless style perfectly embodies the house’s blend of heritage and innovation. Chang Chen, known for his captivating performances in ”The Assassin and Dune,” brings a touch of understated cool to the campaign, his presence a testament to the universality of Gucci’s appeal.
Beyond the stills, the duo star in a playful short film directed by Jeremy Z. Qin, in which a humorous luggage mix-up leads to light-hearted banter and playful smiles. It’s a glimpse of their easy camaraderie, the kind that transcends on-screen chemistry and translates into genuine friendship.
But amidst the warmth and laughter, the campaign also showcases De Sarno’s fresh take on Gucci Valigeria‘s travel collection. Classic Savoy duffle bags with the iconic GG monogram and web stripe nod to the brand’s rich heritage, while sleek trolleys and modern designs in neon colours and bold leathers whisper of exciting new chapters. This is Valigeria reimagined, a fusion of timeless elegance and contemporary edge, perfect for the jet-setting adventurer.
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©Photo: Gucci / Anthony Seklaoui
