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Why Gucci Recruited James Corden to Host a Key Comeback Campaign

Getting Gucci back to rapid growth will require selling to hypebeasts and grandmothers at the same time. With a fake talk show, the brand is trying to balance Alessandro Michele’s maximalist hits with more understated styles.
In a spoof version of James Corden's late night television show, Corden's friend and Gucci ambassador Harry Styles appears carrying one of the brand's classic styles. Harmony Korine for Gucci.
In a spoof version of James Corden's late night television show, Corden's friend and Gucci ambassador Harry Styles appears carrying one of the brand's classic styles. Harmony Korine for Gucci.
By
BoF PROFESSIONAL

The English comedian James Corden, best known for his viral Carpool Karaoke skits, has lately become something of a commercial darling, with brands ranging from Keurig to SK-II banking on his ability to appeal to just about everyone. It’s what made him the perfect linchpin for Gucci’s latest campaign.

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