Ryan Gosling stars in Gucci’s new Valigeria bag campaign

Ryan Gosling is stepping out of the Eighties neon pink and lime leg warmers from Greta Gerwig’s Barbie into a much more sophisticated palate, as he fronts Gucci’s Valigeria campaign. He joins as the latest face of Gucci, along with the likes of Lana Del Rey, Harry Styles, Måneskin, and Florence + the Machine’s Florence Welch, in the whimsical world that their creative director Alessandro Michele has created.  

Michele has enlisted photographer Glen Luchford to explore the cinematic romanticism of travel — fitting, given the brand’s inception being routed in luxury travel. Founded by Guccio Gucci, who worked as a bell-hop at the Savoy Hotel in London, he observed people’s tastes in luxury luggage and leather goods, before going off and starting the eponymous brand. Michele nods to this history in the campaign, having Gosling push a bell-hop trolley full of Gucci’s Savoy Collection along the beach with crashing waves during golden hour.

Travel continues to be important to the Italian brand and the Savoy Collection showcases Gucci’s glorious history of their luggage. The GG monogram, web stripe, and the beige and brown hues of Gucci luggage, gilded with gold detailing include cabin-friendly trolleys, duffle bags, bowling bags, and totes. They’re really revved up the luggage game, including box totes and garment bags, watch and vanity cases, hat-boxes, and suitcases — complete with the Gucci red and green. 

Gosling has taken on the romantic role in the campaign, giving nods to Mad Men and The Talented Mr. Ripley while chomping down on cheeseburgers sprawled atop Gucci Savoy Luggage, and travelling light with all the collection has to offer, with bags upon bags in hotel rooms and on the beach.

Check out the full collection at Gucci’s website and see Gosling’s photos from the campaign below.