Ryan Gosling Stars in Gucci's Valigeria Campaign

Travelling goes beyond the physical – it’s the transportation of the mind, the invigoration of inviting cultures and experiences. In Gucci’s Valigeria campaign, multihyphenate Ryan Gosling transverses the imagination of travel. He stars in a world that feels multi-dimensional, real but not quite.

Seen through the eyes of photographer Glen Luchford, Alessandro Michele builds a setting in which the boundaries that carve out reality are blurred, creating a space in the campaign that taps into the infinite possibilities of the imaginative mind. Gosling is surrounded by trolleys, hard and soft suitcases, duffle bags, trunks, hat boxes, and beauty cases from the Gucci Savoy collection. The world of Gucci travel trunks actualises a world where travel is seen firstly as a mental space, and Gosling takes his place as a figure in his corner of this fantastical, fictitious arena.

“Travel for Gucci was never purely physical. Gucci is the brand that accompanied the artists, writers, actors, and directors of Hollywood on their journeys,” Michele shares his vision for this campaign. He goes on to detail, “This is why I wanted the advertising campaign to recount a situationist dimension where the protagonist traverses a “non-place” that is first and foremost a mental place, the same as those who, in the past and present, choose Gucci because they grasp the significance of creativity used to build imaginary places. And it is for this reason that a Gucci suitcase appears as a magical suitcase.”

Inspired by Guccio Gucci’s travels when he was just 17 years old, the Gucci Savoy gets its origins from The Savoy in London, where Guccio worked as a porter. He was a long way from home, first emigrating to Paris before settling down in London. The diverse cultures that Guccio encountered during this transformative time in his life led to the core of the Valigeria campaign. The pursuit of the unknown and unexpected greatly wandered beyond the displacement of the physical.

This stretching of space and time is illustrated in Valigeria, where Gosling lives. The disorienting parameters of this world are illustrated through the house’s trunks, which double up as the gateway for Gosling to move into a narrative inversion built by the Maison. 

See the campaign images and video below: