Now that we are wrapping up the New Money release campaign, I thought I’d share how some of the sausage was made. Getting to partner with Gucci again this entire album cycle has been a dream come true.
Every look, every drip, started as a storyboard. Canceled tour dates aside, we pulled every piece of this campaign off!
The idea behind this musical era was to be as intentionally gauche and over the top as possible. Thank you to Alessandro Michele and the team from Gucci Portland for bringing this gilded, monogrammed, New Money vision to life with us.
I was being interviewed for an upcoming story and when they asked about what I hope people take away from this new record, I said my entire goal this album cycle has been to be so unabashedly queer that even people who thought they were pro-gay before go “Ewww!” whenever they see me, hear the songs, or watch the videos.
