rain.png
Friday December 4th, 2020 12:50PM

Gucci, Gus Van Sant challenge fashion cycle with film collab

By The Associated Press
Related Articles
  Contact Editor

MILAN (AP) — Gucci creative director Alessandro Michele has been looking to transcend the runway show, and the coronavirus pandemic has provided an apt moment.

Michele teamed up with American film director Gus Van Sant to create a seven-part miniseries revealing Gucci’s latest collection, titled “Ouverture.” The videos will be trickled out a day at a time starting Monday in the format of a virtual film festival and following the addictive pattern of streaming services.

Film and fashion have a long relationship, and Gucci is not the first fashion house to team up with a filmmaker, even during the pandemic. Ferragamo presented a film by Luca Guadagnino, the Italian director of “Call Me By Your Name” as the backdrop to its live show in September, while another Italian, Matteo Garrone created a film for Dior’s digital couture presentation in Paris in July. Prada commissioned five international video artists for its presentation in July.

What perhaps makes GucciFest unveil unique is its episodic format.

Michele announced in May that he was breaking with the tradition of the four-times-a-year runway show, often punctuated with an additional destination cruise show. Gucci will now roll out largely seasonless collections in November and April. It’s hard to say what he might have done if the pandemic hadn’t in some ways made a virtual presentation a necessity — especially as the virus makes a resurgence.

But Michele’s notion of how to present fashion has been in evolution since he took over the brand six years ago.

“It has been in the air for many years, the need to follow a new narrative and a new communication. I like experiments,’’ Michele said. While the pandemic did not condition the project, “for me it created a speedier reaction."

A film buff since childhood, Michele said he was discussing another project with Van Sant before the pandemic and proposed the miniseries project just a month ago. Van Sant traveled to Rome, where he filmed part of “My Private Idaho” 30 years ago, to shoot on location.

“It was a spontaneous idea to make something within just a few weeks. I sort of found that exciting and challenging, like something I had done before,’’ the director said, recalling his work on “Gerry,” “Elephant” and “Last Days,” which he said were filmed on tight schedules with loose screenplays.

Michele said the project was more a collaboration than a commission. “I felt neither invaded, nor invasive,’’ the creative director said.

The film series follows days in the life of a woman, played by Italian actress Silvia Calderoni, as she and her Gucci tribe move dreamily through a rarified Roman landscape, from her shabby chic apartment to a theater, café and vintage shop. She is joined by Gucci models with cameos by friends of Michele's, including Billie Eilish, Florence Welch and Harry Styles, all wearing Gucci looks that will be in stores starting next spring.

“There is a cinematic fusing with commerce,’’ Van Sant said.

The format allows all fashionistas a coveted front-row seat, removing some of the exclusivity of the runway show. Customers will be able to see clothes in real-life, if perhaps surreal, situations. Michele said the garments were “freed from their traps,” the idea that luxury brands like Gucci belong out of reach, only in certain boutiques or closets.

In the videos, branding is highlighted, and thought is given to the experience of the garments: Calderoni stretches in a sheer lace pajama, a diaphanous dress is set aloft from a balcony, and pearl beads rustle on a skirt fringe.

“The combination of cinema with exposing fashion ideas has a lot of potential, as cinema starts to get sucked into the computer screen,’’ Van Sant said.

  • Associated Categories: Associated Press (AP), AP Entertainment, AP Online Movies News
© Copyright 2020 AccessWDUN.com
All rights reserved. This material may not be published, broadcast, rewritten, or redistributed without permission.
Gucci, Gus Van Sant challenge fashion cycle with film collab
Gucci creative director Alessandro Michele has been looking to transcend the runway show, and the coronavirus pandemic has provided an apt moment
9:55AM ( 22 minutes ago )
Thai protesters rally again, promoting a diversity of causes
Pro-democracy protesters in Thailand have rallied again, promoting a diversity of causes and taking an opportunity to display their rejection of the country’s power structure directly to the monarch
9:53AM ( 24 minutes ago )
Shipyard, union are getting back on same page after strike
Navy shipbuilder Bath Iron Works and its production workers are starting to get back on the same page after a bitter strike over the summer
9:51AM ( 26 minutes ago )
Associated Press (AP)
NFL Hall of Fame running back Paul Hornung dies at 84
Paul Hornung, the dazzling “Golden Boy” of the Green Bay Packers whose singular ability as a runner, receiver, quarterback and kicker helped turn the team into an NFL dynasty, has died
4:21PM ( 17 hours ago )
Film Academy Museum reaches $388M initial fundraising goal
It took either years and 13,000 donors including the likes of Barbra Streisand and Steven Spielberg, but the Academy Museum of Motion Pictures has reached and exceeded its pre-fundraising goal
3:19PM ( 18 hours ago )
Film Academy Museum completes pre-fundraising goal
It took either years and 13,000 donors including the likes of Barbra Streisand and Steven Spielberg, but the Academy Museum of Motion Pictures has reached and exceeded its pre-fundraising goal
3:06PM ( 19 hours ago )
AP Entertainment
Chadwick Boseman, 'First Cow' among Gotham Award nominees
Awards season, such as it is this year, got formally underway Thursday with the first notable film nominations yet announced in a pandemic-marred movie year
10:49AM ( 1 day ago )
New device puts music in your head — no headphones required
It's a concept straight out of a sci-fi film — music and sounds beamed straight into your head, no headphones required
9:04AM ( 2 days ago )
A festival hit waylaid by the virus, ‘The Climb’ peddles on
The pandemic has made a mess of countless movie schedules and upended coming-out parties for plenty of filmmakers, but the postponed path for “The Climb” has been as awkward as any
9:18AM ( 3 days ago )
AP Online Movies News
Thai protesters rally again, promoting a diversity of causes
Pro-democracy protesters in Thailand have rallied again, promoting a diversity of causes and taking an opportunity to display their rejection of the country’s power structure directly to the monarch
9:53AM ( 24 minutes ago )
Shipyard, union are getting back on same page after strike
Navy shipbuilder Bath Iron Works and its production workers are starting to get back on the same page after a bitter strike over the summer
9:51AM ( 26 minutes ago )
The Latest: DeChambeau felt dizzy, got tested for COVID-19
Bryson DeChambeau says he had himself tested for COVID-19 on Friday night after feeling dizzy at the Masters
9:45AM ( 32 minutes ago )
Britain's Prince Charles celebrates 72nd birthday
Britain’s Prince Charles is celebrating his 72nd birthday following an eventful year that saw him contract the coronavirus and his son Prince Harry step down from official royal duties
9:40AM ( 38 minutes ago )
The Latest: DeChambeau (even par) sweats Masters cut line
A bogey on the 18th hole was tough for Bryson DeChambeau but good news for those sweating out the cut line at the Masters
9:22AM ( 56 minutes ago )