Kenneth Glad
A new campaign brings together fashion, music and a highly stylized visual setting. Its soundtrack choice has drawn attention from rock and metal outlets.
A new short film for Gucci’s Generation Gucci collection includes Slipknot’s 1999 song “(sic)” in the soundtrack.
The film was directed by Jonathan Glazer and runs under two minutes. Gucci describes it as being set “in a motel under a full moon,” where people cross paths before moving toward a future adventure, writes Kerrang.
The song appears between Mina’s “Un bacio è troppo poco” and Charles Aznavour’s “Hier encore,” placing Slipknot’s metal music inside a fashion campaign built around staged hotel imagery, spotlights and nighttime scenes.
The song has long outlived its album role
“(sic)” appeared on Slipknot’s self-titled 1999 album. Though it was not released as a single, Louder Sound notes that Setlist.fm ranks it among the band’s most-played live tracks.
Slipknot formed in Des Moines, Iowa, in 1995. The band has become known for harsh metal, intense concerts, masks and jumpsuits.
Their 2001 album Iowa helped push them further into mainstream attention, reaching number three on the Billboard 200.
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The band won the 2006 Grammy Award for Best Metal Performance for “Before I Forget.”
Fashion was not entirely new territory
The Gucci placement may look unusual, but Shawn “Clown” Crahan has spoken publicly about fashion before. In comments cited by Kerrang!, he said: “Alexander McQueen was my gateway into fashion.”
He also said: “What I do and the energy I bring to Slipknot is very similar to what he did.”
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Slipknot has appeared in other brand-linked projects as well. According to Louder Sound, the band worked with Dead by Daylight in 2024 on mask-inspired game skins.
Crahan also created the Minecraft realm Vernearth, which he called “the biggest art piece I’ve made in my entire life.”
The Gucci film adds another unusual placement to the band’s wider visual history, moving “(sic)” from late-1990s metal into a luxury campaign built for a different audience.
Sources: Kerrang!, Louder Sound
