Gucci

Jun 2023

Evoking a sense of golden-age travel and timeless sophistication, the Gucci Valigeria 2023 campaign breathes fresh life into the brand's storied heritage through a narrative steeped in cinematic luxury. Featuring actor Jungjae Lee as the central figure, the project serves as a masterclass in fashion editorial storytelling, positioning the house’s iconic monogrammed luggage not merely as accessories, but as essential companions to an elevated lifestyle. Through the expert lens of photographer and videographer Hanna Moon, the campaign utilizes a cinematic aesthetic that anchors the collection in both intimate and grand environments, from the storied corridors of The Savoy to plush, antique-filled hotel suites. The visuals lean into a rich, warm-toned palette and live-action techniques, allowing the textures of fine leather and polished hardware to take center stage. By balancing meticulous tailoring with the evocative, natural light captured in every frame, the campaign maintains a cohesive commercial polish while feeling distinctly cinematic. Each composition celebrates the art of the journey, emphasizing the interplay between the subject’s composed presence and the robust, heritage-rich design of the travel pieces. This project effectively bridges the gap between classic accessory marketing and high-end film, capturing a mood of opulent nostalgia that resonates deeply within the modern fashion landscape.

Commercial, Cinematic

Live-action Technique

Bags & Accessories, Fashion