MILAN (AP) — Gucci inventive director Alessandro Michele has been trying to transcend the runway present, and the coronavirus pandemic has supplied an apt second.
Michele teamed up with American movie director Gus Van Sant to create a seven-part miniseries revealing Gucci’s newest assortment, titled “Ouverture.” The movies will likely be trickled out a day at a time beginning Monday within the format of a digital movie pageant and following the addictive sample of streaming providers.
Movie and style have an extended relationship, and Gucci is just not the primary style home to group up with a filmmaker, even in the course of the pandemic. Ferragamo offered a movie by Luca Guadagnino, the Italian director of “Name Me By Your Identify” because the backdrop to its reside present in September, whereas one other Italian, Matteo Garrone created a movie for Dior’s digital couture presentation in Paris in July. Prada commissioned 5 worldwide video artists for its presentation in July.
What maybe makes GucciFest unveil distinctive is its episodic format.
Michele introduced in Could that he was breaking with the custom of the four-times-a-year runway present, usually punctuated with a further vacation spot cruise present. Gucci will now roll out largely seasonless collections in November and April. It’s onerous to say what he may need finished if the pandemic hadn’t in some methods made a digital presentation a necessity — particularly because the virus makes a resurgence.
However Michele’s notion of the way to current style has been in evolution since he took over the model six years in the past.
“It has been within the air for a few years, the necessity to comply with a brand new narrative and a brand new communication. I like experiments,’’ Michele stated. Whereas the pandemic didn’t situation the venture, “for me it created a speedier response.”
A movie buff since childhood, Michele stated he was discussing one other venture with Van Sant earlier than the pandemic and proposed the miniseries venture only a month in the past. Van Sant traveled to Rome, the place he filmed a part of “My Personal Idaho” 30 years in the past, to shoot on location.
“It was a spontaneous concept to make one thing inside just some weeks. I kind of discovered that thrilling and difficult, like one thing I had finished earlier than,’’ the director stated, recalling his work on “Gerry,” “Elephant” and “Final Days,” which he stated have been filmed on tight schedules with free screenplays.
Michele stated the venture was extra a collaboration than a fee. “I felt neither invaded, nor invasive,’’ the inventive director stated.
The movie collection follows days within the lifetime of a girl, performed by Italian actress Silvia Calderoni, as she and her Gucci tribe transfer dreamily by way of a rarified Roman panorama, from her shabby stylish residence to a theater, café and classic store. She is joined by Gucci fashions with cameos by buddies of Michele’s, together with Billie Eilish, Florence Welch and Harry Types, all carrying Gucci seems that will likely be in shops beginning subsequent spring.
“There’s a cinematic fusing with commerce,’’ Van Sant stated.
The format permits all fashionistas a coveted front-row seat, eradicating a few of the exclusivity of the runway present. Prospects will be capable to see garments in real-life, if maybe surreal, conditions. Michele stated the clothes have been “free of their traps,” the concept that luxurious manufacturers like Gucci belong out of attain, solely in sure boutiques or closets.
Within the movies, branding is highlighted, and thought is given to the expertise of the clothes: Calderoni stretches in a sheer lace pajama, a diaphanous costume is about aloft from a balcony, and pearl beads rustle on a skirt fringe.
“The mix of cinema with exposing style concepts has a variety of potential, as cinema begins to get sucked into the pc display,’’ Van Sant stated.
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