The latest Gucci commercial, for the house’s new “Generation Gucci” campaign, has all the hallmarks of a luxury fashion ad: dramatic walking, moody lighting, and too many high cheekbones to count. Shot by The Zone of Interest filmmaker Jonathan Glazer, the clip opens with a sultry track humming beneath models strutting around a dimly lit motel. Then, halfway through, comes a sonic curveball—downtuned chugging guitar and someone screaming like their life depends on it. It’s “(sic),” an early track by Slipknot, pulled from the band’s earth-rumbling 1999 debut. And what the hell are America’s nu metal antiheroes doing in a Gucci ad? One word: Demna. Demna, the flashpoint designer who took over creative duties at the Italian house last year, is no stranger tapping into the world of high-octane music. At Balenciaga, he orchestrated a capsule collection with the Berlin metal outfit Rammstein. Before that, a Vetements hoodie he designed, which was printed with death-metal typography and worn by Kanye West and Rihanna, helped push the devilish visual language into the center of fashion and …