“It’s the birth of Eros, ancient and primigenial force, that drives the desire through the attempt to mend a separation. The myth, in fact, identifies in the relationship with the Other the vital impulse that obliges each of us to restore a lost unity,” says Alessandro Michele in his notes on the campaign.

Underlining an aesthetic that connects mind and body, models read works or essays on desire, such as ‘Simulacra and Simulation’ by Jean Baudrillard, ‘The Work of Art in the Age of its Technical Reproducibility’ by Walter Benjamin, ‘Bodies that Matter’ by Judith Butler, ‘Three Contributions to the Theory of Sex’ by Sigmund Freud and ‘Sexistence’ by Jean-Luc Nancy. “Knowledge itself becomes an object of desire… So the books of Freud, Nancy and Butler describe the universe of desire, and more, they become objects of attraction themselves. As a consequence, words transfigure into an amorous lexicon”.

Alongside the cast, personally chosen by Alessandro Michele, the Creative Director also invited a selection of special guests to take part in the campaign: the multi-platinum selling Italian band Måneskin and American model Kristen McMenamy.

“I WANT YOU” (Leon Ware, Arthur Ross) © 1974 Almo Music Corp./ Jobete
Music Co., Inc. Licensed by Universal Music Publishing Ricordi Srl. Artist: Madonna, Massive Attack ℗ 1995 Universal Music Italia Sr

Photography by Mert Alas and Marcus Piggott, Creative direction by Alessandro Michele. Art  direction by Christopher Simmonds. Make up by Diane Kendal. Hair by Paul Hanlon.