An exclusive first look inside Gucci Spring/Summer 2019 campaign
A 24-hour exclusive for L'Officiel Malaysia, we are privileged to present to you the first look at the latest Gucci Spring/Summer 2019 campaign – titled "#GucciShowtime".
Following its theatrical show held at the Le Palace nightclub and theatre in Montmartre, Paris last September 2018, creative director Alessandro Michele continues to pay tribute to the idea of theatrics for the Gucci Showtime campaign.
Inspired by the golden era of Hollywood musical in the 40s and 50s, Alessandro takes the cue from legendary films like An American in Paris (1951), The Band Wagon (1953), Cover Girl (1944) and more to realise his vision for the season.
Watch the campaign film by Glen Luchford below:
Working with Glen Luchford once again for both photography and film, the #GucciShowtime campaign brings back the technicolour and on-screen theatrics of the golden era with the classic Alessandro's Gucci twist we all know and love.
But before we get into the full rainbow of imagery, we want to let you take a look at a separate set of imagery that Glen and Alessandro have produced – highly stylised black and white images that mimics the traditional celebrity stills used in Hollywood of that era.
Cool, elegant and endlessly glamorous, these black and white stills project the other side of Gucci that very few knew about, but for those in the know like us, we have always loved it.
See the black and white stills below:
And now onwards to the glitz and glamour, we see a new Gucci universe that takes place in a space with colourful sets, grand stages and staircases, where the stars (models), dressed in Gucci, tap dance to uniform routines with a contrast of a more surreal dream sequence of backdrops.
The mood is joyful and the models are beaming with energy portraying a renewed sense of quirkiness for Gucci where pinup girls wear studded one-piece swimsuits, dancers dance in bedazzled Gucci sneakers and leading actresses flaunt the new Rajah bags.
Let's not forget that magnificent number where the model dressed in glittering fringes as a birthday surprise for a stuffy, rigid society party – truly a Hollywood moment you cannot miss.
Just see in for yourselves right down below with all 20 images of the #GucciShowtime campaign.
The official #GucciShowtime campaign will launch globally on 1st February 2019 (Malaysia time) and stay tuned for the release of the campaign film right here!
CREDITS:
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer/Director: Glen Luchford
Hair Stylist: Paul Hanlon
Makeup Artist: Isamaya Ffrench
IMAGES & VIDEO
AN AMERICAN IN PARIS: TM & © Turner Entertainment Co. (s19)
SINGIN’ IN THE RAIN: TM & © Turner Entertainment Co. (s19)
THE BAND WAGON: TM & © Turner Entertainment Co. (s19)
GENTLEMEN PREFER BLONDES © 2019 Twentieth Century Fox Film Corporation.
THERE’S NO BUSINESS LIKE SHOW BUSINESS © 2019 Twentieth Century Fox Film Corporation.
COVER GIRL © 2019 Columbia Pictures Industries, Inc. All Rights Reserved.
VIDEO MUSIC
"THERE’S NO BUSINESS LIKE SHOW BUSINESS” by Irvin Berlin
© Berlin Irving Music Corp.
Courtesy of Twentieth Century Fox Film Corporation
