Gucci presents Men’s Tailoring: the advertising campaign featuring Daniel “Dapper Dan” Day

Early 1990s. Dapper Dan, a fashion designer from Harlem, famous for making the history of street fashion in the ‘80s dressing up with custom tailor-made pieces from high fashion clothing. Even though dressing personalities such as Run DMC, LL Cool J or Mike Tyson, he is forced to close your shop accused of violating copyrights of different brands without their permission.

25 years later Alessandro Michele is accused of having copied in Gucci’s latest cruise collection a famous jacket invented in 1989 by legendary African-style hip-hop father. Michele dampens controversy and declares that it is not a plagiarism, but a simple tribute.

Now the circle closes: Daniel “Dapper Dan” Day becomes the protagonist of the Gucci Men’s Tailoring campaign.

An exceptional set of portraits by Glen Luchford celebrates the cultural heritage of the stylist, immortalized in his Harlem, in the familiar places where children play on the sidewalks, jumping between jets of water jets or near the famous Apollo Theater.

The collaboration does not end there.

Not only Day is the star of this advertising campaign, but will design a collection that will be sold in Gucci stores around the world from next spring and Gucci will help Day re-open his store in Harlem that will become a studio for clothing on commission which the Florentine brand will provide the raw material and original prints of logos.

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campaign credits

Creative Direction Alessandro Michele

Art Director Christopher Simmonds

Photographer Glen Luchford

Testimonial Dapper Dan