Wednesday 21st November

| BY Dino Bonacic

Gucci Release ‘WORLD (The Price Of Love)’, A Photobook by Martin Parr

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“It’s a jungle, I’m a freak. Hear me talk, but never speak.” Or so Bernard Sumner chants in the music video for the 1993 bop World (The Price of Love) as a group of mundane, yet fabulous characters peruse down the Cannes beach and into the iconic Carlton Hotel. In those four minutes and 38 seconds, the world of New Order’s synth pop unravels in a moment that feels like a Martin Parr image come to life. An every-day scenario with elements of absurdity, with the only difference being – the video was shot in black and white. Just over 25 years after it was released, Gucci is coming out with a photobook named after the New Order single, with Parr’s imagery of absurdly mundane scenarios on the same location Sumner and his crew posed all those years ago. But instead of some printed silky 1990s shirts, the subjects are (of course) wearing Gucci’s Resort 2019 collection.

The Martin Parr x Gucci is already a well-oiled machine with a winning formula – vibrant colours, beachy vibes and a pretty dry sense of humour. And if it’s working so well, why change it? The two are such a visually rich match made in heaven that we can only get excited when each new chapter of the collaboration comes out. This latest one is printed in only 1000 copies and distributed by London’s IDEA Books, with a cast of models and real-life people serving their best Riviera looks and indulging in all the summer lovin’, including ice-creams, severe tanning and a whole set of your average tourist activities. It’s a very Gucci holiday… Where do we sign up?

World (The Price of Love) is launching launching on November 29th, and will be available to shop from Gucci Garden in Florence, Dover Street Markets worldwide, as well as the Gucci Wooster Bookshop in NYC and online.

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