Since becoming a member of Gucci as Artistic Director in 2015, Alessandro Michele has challenged the style world’s establishment together with his cutting-edge designs and sensible campaigns. The latest marketing campaign is not any completely different,
The style home’s AW22 marketing campaign is additional proof of Michele’s capacity to shock and delight audiences, paying homage to the work of none apart from legendary filmmaker Stanley Kubrick.
“I’ve at all times been charmed by cinema. For its energy to inform tales that may probe human journey and its drift. For its visionary energy to dig up in the actual, making it vertiginously imaginative and questionable,” says Michele.
“Should you ask me, a garment is just not, and by no means will probably be, only a piece of material. It’s slightly the means by way of which we’re capable of unfold who we actually determine to be, it’s how we form our needs and the last word sense of our staying. That’s why I’ve at all times imagined my collections as movies capable of convey a cinematography of the current: a rating of tales, eclectic and dissonant, that may sacralise the human and its metamorphic capacity.”
Titled Beautiful, the brand new movie and print marketing campaign contains designs from Gucci’s much-lauded current collaboration with Adidas, putting them within the context of revisited scenes from a few of Kubrick’s most well-known movies.
“Kubrick was, in essence, an actual sculptor of genres: the ‘cross-genre’ director, forward of his time. His capacity to construct tales that exceed significance, crossing borders and setting labels on fireplace, has at all times been deeply inspiring to me,” expressed Michele, who got here up with the concept for the marketing campaign.
As we’ve come to count on from Gucci’s artistic output, the outcomes are greater than visually pleasing. To not point out the period of time it should have taken for the model to drag off the characteristic in addition to working in partnership with College of the Arts London (house of the Stanley Kubrick Archive), Warner Bros. Client Merchandise, and the Stanley Kubrick Movie Archives.
