Gucci Reveals New Collection through Miniseries


Manage episode 282277221 series 2530089
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Italian luxury brand Gucci has showcased its latest collection in a seven-part miniseries. In lieu of a fashion show, Gucci creative director and designer Alessandro Michele collaborated with US director Gus Van Sant to produce the seven videos and reveal the brand’s newest collection. Several pieces from Michele’s autumn 2015 collection were included and reworked with red labels that say “Something That Never Ended.” The reworking of these old pieces and the re-release of some classics, such as the 1961 Jackie handbag, are part of Gucci’s efforts to make the brand appealing to more people, including older European and American customers. The miniseries, entitled Overture For Something That Never Ends, featured a star-studded cast, with Italian actress Silvia Calderoni playing the main role. The celebrity ensemble included former One Direction member Harry Styles and pop singer Billie Eilish. Shot in Rome while following Covid-19 health measures, the miniseries featured the mundane life of Calderoni’s character in a world adorned with Gucci. The videos showed her coming across different characters in places such as a coffee shop, post office, and bookshop. The miniseries, which showed 97 looks from the latest collection, was shot with a vintage feel. The first episode premiered on the first day of GucciFest, the brand’s very own week-long fashion and film festival, and a new episode was released every day until the last day of the festival. The miniseries can be viewed online for free through the official GucciFest website. Other short films, which were described by Michele as having eccentric and vital stories, were also part of the festival and showcased the works of independent designers.

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