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Dakota Johnson and James Corden fronting talk show-themed Gucci campaign

Dakota Johnson and James Corden fronting talk show-themed Gucci campaign
/ © Cover Media

Dakota Johnson and James Corden have been tapped to headline Gucci's latest campaign.

To promote the Italian luxury brand's handbag line, creative director Alessandro Michele has dreamed up the Beloved concept in partnership with director/photographer Harmony Korine.

Centred on a fictional talk show, the marketing imagery and accompanying videos feature The Late Late Show with James Corden host interviewing A-listers including Johnson, Harry Styles, Sienna Miller, and Diane Keaton, on "The Beloved Show" while they each showcase a handbag design.

"We decided to show the concept of 'beloved' in an ironic way in the campaign, being inspired by the fact that bags are the protagonists in my life and in the lives of many other people," explained Michele. "We went back in time to the original TV talk shows, where the protagonist is the bag itself, the big star. Very often these creations are named after influential women who conditioned the habits and customs of many. It is precisely because they have great personalities that in the industry we gave them these powerful names; and now we have them in a show and twisted with the idea that there were two stars: the bag and the actual talent. A game of cross-references between the two great protagonists."

For her portrait, Johnson poses in a sequin jumpsuit and matching jacket while holding the Dionysus purse.

Elsewhere, Styles holds a black leather version of the Jackie 1961, Miller clutches the monogrammed take on the same design, and Keaton showcases the Gucci Horsebit 1955 with gold hardware. In addition, Awkwafina and tennis ace Serena Williams pose with the black and white leather versions of the classic GG Marmont.

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