Imitation is the sincerest form of flattery, and I bet you lunch that if Oscar Wilde would have been a Millennial, he’d have been Alessandro Michele’s best pal. See, for Gucci’s latest sneaker launch, the Italian brand tapped London-based artist Max Siedentopf to capture the flex-out of the Gucci 1977 trainer. Humorously playing on the idea of imitation and replication, the director brought together an all-inclusive cast of models and turned the narrative into a hypnotic trip around Rome. His subjects: clones and doppelgängers, all sporting versions of the sneakers, eating together, on the bus, or gossiping over tea with their BFFs. The message: You don’t need friends – just yourself, and some killer shoes.
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