Gucci are the latest luxury brand to serve up a slice of cinematic loveliness as part of a campaign, posting a short film set at the Savoy hotel on their YouTube channel, and rather than making some hip young actors of the moment the stars, they’ve put their bags centre stage.  

The Bamboo Shopper and the Lady Lock handbags play pivotal roles in the 70-second drama, while the models are supporting characters. The female lead is played by Romanian model Andreea Diaconu and an English male model called Max Hearne plays a paparazzo. 

The Black Angels’ Good Vibrations provides the soundtrack and Gucci are keeping schtum on the identity of the director. The Savoy was chosen as a location because Guccio Gucci, the brand’s founder, actually worked as a lift boy in the hotel in the early 1900s. In fact, it was in the Savoy that he came up with the idea for a luxury leather goods brand, inspired by the new breed of wealthy tourists he encountered.