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Watch: Gucci’s dazzling take on Hollywood’s Golden Age in its Spring/Summer 2019 campaign

Watch: Gucci’s dazzling take on Hollywood’s Golden Age in its Spring/Summer 2019 campaign

#GucciShowtime

Text: Joan Kong


Image: Gucci

Shot and directed by Glen Luchford, the campaign is a blast from the past in the best way possible

From his celebrity muses that include Dakota Johnson, Harry Styles, Jared Leto, and Lana Del Rey, to his Hollywood inspos behind many of his collection, Alessandro Michele's love for the glitz and glamour for the Holywood is apparent. And now, the designer continued to channel his fascination into Gucci's Spring/Summer 2019 campaign, aimed to evoke the old Hollywood glamour by referencing some of the most popular musicals from the '40s and '50s, namely Cover Girl (1944), An American in Paris (1951), Gentlemen Prefer Blondes (1953), The Band Wagon (1953), Singin' in the Rain (1954), and There's No Business Like Show Business (1955). Glitz and glamour, checked. Old Hollywood nostalgia, checked.

Imagery-wise, you can find a series of technicolour and black-and-white photos that exudes different vibes. The former? A fun and joyful take on the eras, utilising show set staples such as grand stages and staircases, alternating with a dream sequence backdrop, while the latter, are portraits promoting the stars—in this case, models—who were all given the silver screen treatment. But of course, in true Alessandro Michele fashion, you can always expect more. The campaign also includes a video that's no doubt the main highlight. The stars of the short film were dressed in some of Gucci's most head-turning looks from its SS19 collection and sang to "There's No Business Like Show Business" while performing their choreographed dance routines.

 

Watch the clip below:

 

 

Credits:

Creative Director: Alessandro Michele

Art Director: Christopher Simmonds

Photographer/Director: Glen Luchford

Hair stylist: Paul Hanlon

Make-up Artist: Isamaya Ffrench

 

Images and 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 Crop.

Courtesy of Twentieth Century Fox Film Corporation

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