On March 23, Gucci released its latest campaign for the Gucci Horsebit 1955 bag. The video and series of images feature singer-songwriter and actress Halle Bailey, award-winning actress Julia Garner, and Global Brand Ambassador Hanni from the Korean girl group NewJeans. This marks the K-pop singer’s debut campaign for the Italian fashion house.
The Gucci Horsebit 1955
Captured by the photographer duo Mert Alaş & Marcus Piggott, Gucci’s newest campaign brings to present time the iconic Gucci Horsebit 1955, a bag first introduced in the 50s. The campaign stars Halle Bailey, Julia Garner, and NewJeans’ Hanni. Halle Bailey, who debuts in her first Gucci campaign, announced the collaboration on Instagram. Actress Julia Garner returns for her second Gucci campaign in 2023, after starring in a cozy campaign for Gucci Guilty, alongside Elliot Page and A$AP Rocky. Meanwhile, Hanni made her first appearance in a campaign since she was announced as a brand ambassador in October 2022.
Posing against colorful backdrops, the campaign stars switched between smiles and serious facial expressions, bringing a new look to the house staple. As Gucci remarks, each of them “make the iconic bag their own through distinctive personal style.”
For its latest campaign, Gucci debuts three new colors for the classic Gucci Horsebit 1955 purse. The bag’s structure is inspired by an equestrian theme, with the double ring and bar design characteristic of Gucci taking center stage. Though the design was originally released almost seven decades ago, it received a revamp in Gucci’s Cruise 2020 collection. The particular model featured in the campaign currently boasts 12 variations, including a collaboration with Adidas.
Hanni x Gucci
Since being appointed Gucci’s global ambassador, Hanni has been actively promoting the brand. Through social media posts, Hanni has supported Gucci’s releases and anticipated their fashion shows. In February, the star made her front-row debut, attending Gucci’s Fall 2023 show at Milan Fashion Week. At the event, the “Attention” singer rubbed shoulders with the likes of A$AP Rocky and Halle Bailey, making a big splash with her attendance. According to the data company Launchmetrics, in its latest Fashion Month report, Hanni’s appearance garnered $676K in Media Impact Value (MIV) for Gucci, making her one of the top voices at the fashion show.
The young starlet, who burst into the K-pop scene in July 2022 with fellow NewJeans members Minji, Danielle, Haerin, and Hyein, is slated for a busy year ahead. Not only is the group performing at Japan’s Summer Sonic festival, but they will also be traveling across the world to perform at Lollapalooza in Chicago — making them the first K-pop girl group to perform at the American festival.
With Hanni and NewJeans actively promoting their music and fashion endeavors, fans can surely look forward to more of their activities across industries.
Want more NewJeans’ fashion content? Read how Hyein brought the black nail polish trend to Paris Fashion Week here!
