“If you ask me, a garment is not, and never will be, just a piece of fabric. It’s rather the means through which we are able to unfold who we really decide to be.” – Alessandro Michele
Gucci’s creative director Alessandro Michele, by his own admission, has always been charmed by the cinema—and specifically by Academy Award-winning director Stanley Kubrick. To honour his love of film and the master maker of them, Michele’s latest campaign seizes Kubrick’s top billing titles—A Clockwork Orange, 2001: Space Odyssey, Eyes Wide Shut, The Shining and Barry Lyndon—and recreates their famous scenes by populating them with Gucci garments. And the result, in all its 86 seconds, is dramatically wonderful. Take a look:
The Fall 2022 ready-to-wear collection, which debuted in Milan in February, saw Michele collaborate with sporting giant Adidas; a mirrored runway that created a kaleidoscope of colour and texture, punctuated with the frenetic flashing of paparazzi cameras. The merging of Gucci’s logo with Adidas’ trademark stripes edged out Rihanna’s bare belly as the most talked about moment of the season.
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Of Guccifying Kubrick’s iconic scenes in his latest campaign, Michele says it was a case of “disassembling, blending, grafting and reassembling them.” To him, [Kubrick] was “a diviner of vision, his works are as recognisable as the Sistine Chapel, the Virgin of the Rocks or The Simpsons.”
“Trying to create short circuits where the adidas gown, that had already lost its status of sportswear to become a Victorian costume, appears as a new character in the script of Barry Lyndon,” explains Michele.
“The dress designed by Laura Whitcomb, wearing which Madonna grabbed the New York spotlight in the nineties, fits in the gothic scenes of The Shining,” he continues.
“The mysterious darkness of the enigmatic ritual of Eyes Wide Shut embraces a venus in fur, embellished with sensual bourgeois pearls.
“And more, the 90s shoes with a fetish flavour explode through the frames of A Clockwork Orange.
Finally, the dreamiest evening dress dangled in soft tulle ruches bursts into the aseptic and dystopian space of the Discovery One in 2001: A Space Odyssey.”
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographers & Directors: Mert & Marcus
Make up: Thomas De Kluyver
Hair: Paul Hanlon