Launched at this time, Gucci’s newest marketing campaign for Autumn/Winter 2022 includes a cinematic brief movie and sequence of photographs reimagining scenes from Stanley Kubrick’s distinct oeuvre. The rule-breaking assortment, made in collaboration with Adidas and aptly titled Beautiful, is lensed right here by photographic duo Mert and Marcus in an ode to the “eclectic and dissonant” powers of each cinema and clothes.
“Since [Stanley Kubrick] was a diviner of imaginative and prescient, his works are as recognisable because the Sistine Chapel, The Virgin of the Rocks or The Simpsons,” says Gucci’s inventive director Alessandro Michele. “Manipulating his photographs, inside a model new semantic framework, is like hacking La Gioconda. Plus the inspiration and the empathy [are] solely attainable via the fictional cinematographic machine.”
Following Gucci’s Autumn/Winter 2021 assortment Aria – which confounded expectations by ‘hacking’ Balenciaga – the Autumn/Winter 2022 assortment mingled excessive and low by Gucci-fying the sporty motifs of Adidas, juxtaposing and fusing the codes of two differing labels, and in flip breaking the codes of excessive vogue innovation. “A garment shouldn’t be, and by no means shall be, only a piece of material,” Michele continues. “It’s relatively the means via which we’re capable of unfold who we actually resolve to be, it’s how we form our wishes.” By reframing the clothes in a cinematic narrative, Michele continues his dedication to imagining clothes with a fantastical sensibility, stuffed with that means and creativeness – similar to tales and movie.
With set design by Gideon Ponte – who labored on American Psycho – and artwork path by Christopher Simmonds, the marketing campaign movie sees exact replicas of scenes from Kubrick’s pioneering works: The Shining (1980), Eyes Vast Shut (1999), 2001: A Area Odyssey (1968), A Clockwork Orange (1971) and Barry Lyndon (1975). “[Clothes] flip into extremely imaginative practical prosthesis, and so they accomplish that to inform a narrative,“ says Michele. “A narrative that shatters, enchants, tortures, ignites. As a result of it’s the story of the human that dwells in each one in every of us. As Stanley Kubrick knew too nicely.”
