Since joining Gucci as Creative Director in 2015, Alessandro Michele has challenged the fashion world’s status quo with his cutting-edge designs and brilliant campaigns. The newest campaign is no different,
The fashion house’s AW22 campaign is further proof of Michele’s ability to surprise and delight audiences, paying homage to the work of none other than legendary filmmaker Stanley Kubrick.
“I’ve always been charmed by cinema. For its power to tell stories that can probe human adventure and its drift. For its visionary power to dig up in the real, making it vertiginously imaginative and questionable,” says Michele.
“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, it’s how we shape our desires and the ultimate sense of our staying. That’s why I’ve always imagined my collections as films able to convey a cinematography of the present: a score of stories, eclectic and dissonant, that can sacralise the human and its metamorphic ability.”
Titled Exquisite, the new film and print campaign includes designs from Gucci’s much-lauded recent collaboration with Adidas, placing them in the context of revisited scenes from some of Kubrick’s most famous films.
“Kubrick was, in essence, a real sculptor of genres: the ‘cross-genre’ director, ahead of his time. His ability to build stories that exceed significance, crossing borders and setting labels on fire, has always been deeply inspiring to me,” expressed Michele, who came up with the idea for the campaign.
As we’ve come to expect from Gucci’s creative output, the results are more than visually pleasing. Not to mention the amount of time it must have taken for the brand to pull off the feature as well as working in partnership with University of the Arts London (home of the Stanley Kubrick Archive), Warner Bros. Consumer Products, and the Stanley Kubrick Film Archives.
