It appears Gucci is trying to reinvent the catwalk by delving further into the world of film and fashion collaborations by showcasing their new collection virtually through a mini-series titled ‘GucciFest’.
The seven-part mini-series presents Gucci’s newest collection: OUVERTURE of Something That Never Ended, from creative director Alessandro Michele, who also happened to co-direct with Gus Van Sant. GucciFest began on the 16th of November and will continue through to the 22nd.
Episode one, At Home, stars Silvia Calderoni as she performs a surreal daily routine in Rome to a soundtrack produced by Kim Gordon. The series will then follow Calderoni as she encounters a tonne of familiar faces, including Harry Styles, Billie Eilish, and Florence Welch.
GucciFest brings a new edge to the fashion house that we’ve yet to see before, aligning perfectly with Michele’s desire to reinvent the brand’s fashion strategy.
“I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, closer to my expressive call. We will meet just twice a year, to share the chapters of a new story. Irregular, joyful and absolutely free chapters, which will be written blending rules and genres, feeding on new spaces, linguistic codes, and communication platforms,” Michele wrote in the diary excerpt ‘The Sacred Power of Producing Reverberations’.
“I feel the need to renew a bond, purifying the essential by getting rid of the unnecessary,” he said in another one of many diary entries. “I crave the authentic motive of a choice. The full set of reasons that set me on my way. I understand, as time went by, that these motives have different names and different intensities, but they inevitably gather around the same urgency: the possibility to tell.”
Michele’s desire to reinvent and abandon tradition explains why the label was absent from Milan Fashion Week this past September. Although, with GucciFest now underway, it seems the label managed to hold their own virtual fashion week by following their own rules.
Following the blueprint of any great film festival, the program will also include short films from 15 independent young designers presenting their collections. These short films will feature of Gucci’s YouTube page and span across different countries and fashion aesthetics.
Collina Strada and Ahluwalia’s film have already been released, while Rui, Gui Rosa, Bianca Saunders, Mowalola, Rave Review, Cormio, Stefan Cooke, JordanLuca, Shanel Campbell, Boramy Viguier, Yueqi Qi, Gareth Wrighton, and Charles de Vilmorin will be released throughout the week.
Joy by Ahluwalia
London-based designer Priya Ahluwalia was an LVMH Prize finalist in 2020 and has been widely accredited for her sustainably made designs. Her short film brings together British communities that reflect communities from her Nigeria, Jamaica, and India. In 5 minutes, the short film directed by Samona Olanipekun, showcases more than a dozen people in England sharing their experiences with their culture informing their lives. During their interviews, Ahluwalia’s collection can be seen worn by the interviewees, highlighting the upcycled materials that encompass the essence of her brand.
Collina Land by Collina Strada
Hillary Taymour created a video game for her latest collection, offering an interactive platform she created with photographer Charlie Engman and multimedia artist Freeka Tet. Many of Taymour’s favourite models have been turned into avatars who navigate hyperrealistic terrain and engaging in live in-game chats. Taymour’s vision places itself nicely amongst the themes of Gucci’s films, celebrating individuality and glamour.
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