Since becoming a member of Gucci as Artistic Director in 2015, Alessandro Michele has challenged the style world’s established order together with his cutting-edge designs and good campaigns. The most recent marketing campaign isn’t any completely different,
The style home’s AW22 marketing campaign is additional proof of Michele’s skill to shock and delight audiences, paying homage to the work of none aside from legendary filmmaker Stanley Kubrick.
“I’ve all the time 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.
“In case you ask me, a garment just isn’t, and by no means might be, only a piece of material. It’s quite the means via which we’re in a position to unfold who we actually resolve to be, it’s how we form our wishes and the last word sense of our staying. That’s why I’ve all the time imagined my collections as movies in a position to convey a cinematography of the current: a rating of tales, eclectic and dissonant, that may sacralise the human and its metamorphic skill.”
Titled Beautiful, the brand new movie and print marketing campaign consists of designs from Gucci’s much-lauded latest collaboration with Adidas, inserting 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 skill to construct tales that exceed significance, crossing borders and setting labels on fireplace, has all the time been deeply inspiring to me,” expressed Michele, who got here up with the thought for the marketing campaign.
As we’ve come to anticipate 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 function in addition to working in partnership with College of the Arts London (dwelling of the Stanley Kubrick Archive), Warner Bros. Client Merchandise, and the Stanley Kubrick Movie Archives.
