In a move that proves the nu-metal resurgence has officially breached the walls of high fashion, Gucci has tapped Slipknot to soundtrack its latest global advertising campaign. The Italian luxury house released a hallucinogenic new spot for its “Generation Gucci” collection on Sunday, April 26, featuring the blistering opening track “(sic)” from the band’s 1999 self-titled debut.
While the pairing of Des Moines’ most “maggot-infested” metal pioneers and a multi-billion dollar fashion giant might seem jarring, the visual result is a high-octane fever dream that signals a new era of mainstream cultural dominance for the masked nine-piece.
The Surreal Sound of “Generation Gucci”
The Gucci advert, which premiered Sunday, depicts a series of models waking up in a hotel before transitioning into a lunar, hallucinogenic landscape. While the trailer also utilizes classic tracks from Charles Aznavour and Italian singer Mina, it is the visceral explosion of “(sic)” that defines the ad’s climax—specifically during a scene where a car is driven through the air under the glow of the moon.
Despite never being released as a commercial single, “(sic)” is the third-most performed song in Slipknot’s history, trailing only “Spit It Out” and “Surfacing.” Its inclusion in a Gucci campaign marks one of the most significant pivots toward metal in the history of the luxury brand.
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From Lawsuits to Luxury: Slipknot’s Brand Evolution
Slipknot has traveled a long road regarding corporate partnerships. In 2005, the band famously sued Burger King for copyright infringement over the “Coq Roq” campaign, which featured a masked metal band. Two decades later, the band has moved from adversarial encounters to becoming a desirable aesthetic for global giants.
Recent years have seen the band collaborate with the horror game Dead by Daylight for character skins, while percussionist Shawn “Clown” Crahan launched Vernearth, a massive playable art piece within Minecraft. The Gucci placement is the latest indicator that the Slipknot aesthetic is now considered a “prestige” brand in the art and fashion worlds.
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The “Look Outside Your Window” Era
The Gucci spot arrives just as fans are finally digesting the legendary “lost” album, Look Outside Your Window, which saw a surprise release for Record Store Day on April 18. Recorded during the 2008 All Hope Is Gone sessions, the project features a more experimental lineup consisting of Corey Taylor, Jim Root, Sid Wilson, and Crahan.
One of the album’s most discussed highlights is the involvement of Lacuna Coil vocalist Cristina Scabbia. Crahan recently detailed the collaboration, revealing he had her write a poem in Italian about “batteries that are dying and cannot be recharged” to set the mood for the recording.
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The Signal & The Static
Slipknot entering the Gucci universe is the ultimate proof that nu-metal is no longer a subculture—it’s a luxury. While the band currently has no live dates on the 2026 calendar, the fact that they are soundtracking high-fashion campaigns while simultaneously writing a new studio album suggests that “The End” was anything but. As they continue to bridge the gap between Des Moines and Milan, the nine-piece remains the most relevant—and profitable—force in heavy music.
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The Gucci x Slipknot Cheat Sheet: TL;DR
- The Ad: “Generation Gucci” promotional spot featuring models in a surreal hotel setting.
- The Track: “(sic)” from the band’s 1999 self-titled debut album.
- The Context: Follows high-profile tie-ins with Dead by Daylight and Minecraft.
- The Lost Album: Slipknot recently released the “lost” 2008 project Look Outside Your Window for Record Store Day.
- What’s Next: The band is currently writing the follow-up to 2022’s The End, So Far.
The post GUCCI GONE NU-METAL: Slipknot Soundtracks Luxury Brand’s Surreal “Generation Gucci” Campaign appeared first on Loaded Radio.
