Gucci artistic director Alessandro Michele has been seeking to transcend the runway present, and the Covid-19 pandemic has offered 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 probably be trickled out a day at a time beginning Monday within the format of a digital movie competition and following the addictive sample of streaming providers. Movie and vogue have an extended relationship, and Gucci isn’t the primary vogue home to staff up with a filmmaker, even through the pandemic.
Ferragamo introduced a movie by Luca Guadagnino, the Italian director of Name Me By Your Title 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 Gucci Fest unveil distinctive is its episodic format. Michele introduced in Might that he was breaking with the custom of the four-times-a-year runway present, typically punctuated with an extra vacation spot cruise present.
Gucci will now roll out largely seasonless collections in November and April. It’s exhausting to say what he might need accomplished 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 tips on how to current vogue 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 observe a brand new narrative and a brand new communication. I like experiments, ’ Michele mentioned.
Whereas the pandemic didn’t situation the venture, he added that “it created a speedier response”.
A movie buff since childhood, Michele mentioned 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 Non-public Idaho 30 years in the past, to shoot on location.
“It was a spontaneous thought to make one thing inside only a few weeks. I kind of discovered that thrilling and difficult, like one thing I had accomplished earlier than, ’’ the director mentioned, recalling his work on Gerry, Elephant and Final Days, which he mentioned have been filmed on tight schedules with free screenplays.
Michele mentioned the venture was extra a collaboration than a fee.
“I felt neither invaded, nor invasive, ’’ the artistic director mentioned.
The movie collection follows days within the lifetime of a lady, performed by Italian actress Silvia Calderoni, as she and her Gucci tribe transfer dreamily by 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 pals of Michele’s, together with Billie Eilish, Florence Welch and Harry Types, all carrying Gucci appears that will probably be in shops beginning subsequent spring.
“There’s a cinematic fusing with commerce, ’’ Van Sant mentioned.
The format permits all fashionistas a coveted front-row seat, eradicating a number of the exclusivity of the runway present. Prospects will be capable to see garments in real-life, if maybe surreal, conditions.
Michele mentioned 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 gown is ready aloft from a balcony, and pearl beads rustle on a skirt fringe.
“The mixture of cinema with exposing vogue concepts has a whole lot of potential, as cinema begins to get sucked into the pc display screen, ’’ Van Sant mentioned. – AP