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Ontolgy is the part of philosophy that studies what it means to exist. For Gucci’s Aria campaign, Ontology of Desire, the House is studying the existence of being desirable. And wearing full Gucci Aria looks is peak desire. Photographed by Mert & Marcus with creative direction by Alessandro Michele, the Gucci gang went to The Savoy in London, where Guccio Gucci first worked as a lift boy, and where the music video for Madonna’s I Want You (soundtrack to the campaign) was filmed. Kristen McMenamy joined Italian rock band Måneskin to explore the hotel, glittering in Gucci’s Hacker project in collaboration with Balenciaga’s Demna Gvasalia, double G’s galore and Hourglass bags sitting pretty. The sexual tension is high (blame it on the Gucci) and they read essays and works including the Theory of Sex by Sigmund Freud, Sexistence by Jean-Luc Nancy, Simulacra and Simulation by Jean Baudrillard, The Work of Art in the Age of its Technical Reproducibility by Walter Benjamin and Bodies that Matter by Judith Butler. Schooled, smart, sexy. Totally desirable. See the full campaign below.