Since helming Gucci in 2015, creative director Alessandro Michele has created an entirely new narrative for the powerhouse brand focused on creating timeless styles under a modern lens. This Spring/Summer 2019 season, Gucci revels in the theme of vintage Hollywood glamour with a musical campaign that celebrates the birth of the celebrity and the stylistic influence of red carpet culture, which rose to prominence during the silver screen era of Hollywood.
Director Glen Luchford takes visual inspiration from notable old Hollywood films such as: An American in Paris (1951), The Band Wagon (1953), Cover Girl (1944), There’s No Business Like Show Business (1954), Gentlemen Prefer Blondes (1953), and Singin’ in the Rain (1952). Throughout the campaign film, Luchford recalls the energized theatrics and magnitude of on-screen performances from the golden age while encapsulating the glitz and glam that is attributed to this particular time period.
Characters clad in Gucci conduct performances of tap, song, and synchronized dance to Irving Berlin's There's No Business Like Show Business throughout the saturated, technicolor film. Behind-the-scenes shots included, the campaign shows a glimpse into the true mechanism that is show business.
In addition to the film, Gucci mimics the dramatic black-and-white publicity portraits ascribed to movie stars from the '30s and '40s. Characters from the campaign also appear in a series of brief red carpet interviews imitating a definitive red carpet custom. Lights, camera, action, it's #GucciShowtime.
