Gucci pays homage to Stanley Kubrick’s cinema in the new Gucci Exquisite campaign

The new autumn-winter 2022-2023 campaign, Gucci Exquisite, it’s a tribute to director Stanley Kubrick (1928-1999), one of the best-known filmmakers in the history of cinema.

Directed by photographers Met & Marcus and by the art director Christopher Simmondsthe collection reworks, mixes and reassembles the artist’s masterpieces, creating an original combination of fashion and cinema, with a reference to art.

Gucci: Kubrick’s influence

The creative director of the Italian maison, Alessandro Michelecalled the campaign an “act of love” towards the director, a source of inspiration for his creations.

“What he produced is part of the collective imagination”, Explains Michele,“ iHis being a diviner of vision has made his works as recognizable as the Sistine Chapel, the Virgin of the Rocks or the Simpsons. Manipulating the images by relaunching them within an unprecedented semantic framework takes on the same meaning that a hacking of the Mona Lisa can have. With the addition of the inspiration and empathic involvement that only the machine of cinematographic fiction can produce“.

The goal of mixing luxury and fashion every day lifean expression of mass consumption, has been fully captured: the garments are iconic and refined but at the same time belonging to popular culture.

An alternative operation to make the brand less elite and more popular.

The past explodes into the present

History and experiences are mixed in Gucci’s photographs, creating an explosion of the past into the present, as the fashion house states, “Everything can become something else. Like in that famous scene from Kubrick’s masterpiece where the bone turns into a spaceship. As in life“.

The models of the brand express the attempt to make culture pop with a clear focus on creating the experience for the consumer, a priority condition for companies in the contemporary market. “In the selected sequences it is as if Nietzsche, Kant and Freud are talking to the street. The greatest questions about the meaning of life become pop images. Complex transfigurations on the level of meaning are transformed into immediate excesses on the level of experience” adds Michele.

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The same paradoxes of mankind represented by the genius of Kubrick in the films (such as the dystopian that becomes a parody and the drama that turns into comedy), are taken up by Gucci in the creation of the clothes. He is the same creative director who admits he is fascinated by the ability of the film world to tell stories and delve into reality.

“Hor always thought of my collections as films capable of restoring a cinematography of the present, a score of eclectic and dissonant stories, capable of sacralizing the human and its metamorphic capacity ”, the designer emphasizes.

The dress is the tool with which we tell who we decide to be and put our desires into shape, as already stated in the early 1900s by the sociologist Simmel, it is not just a piece of cloth but a form of communication.

The films that inspired Gucci

Alessandro Michele explains that he re-semantized the director’s films with his clothes, to create gods “seductive short-circuits”, admired by Kubrick’s ability to try his hand at ever-changing themes.

In the shots of the campaign, the reference to the recontextualization of some of Kubrick’s most famous films is immediate: the dress designed by designer Laura Whitcomb with which Madonna presented herself in the 90s is inserted in the gothic scenes of Shining; the Adidas costume reworked into a large Victorian dress in the scene of Barry Lindon; a bourgeois-style fur with a string of pearls appears in the setting of Eyes Wide Shut; in Clockwork Orange 90s-style shoes are inserted, and again, a luxurious evening dress, in tulle, appears in the dystopian environment of 2001: A Space Odyssey.

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It is no coincidence that the creative director of Gucci wanted as a workmate for the Exquisite collection, Milena Canonero4 times Academy Award for Costumes (the first won in 1976 with Barry Lindon).

“She accepted my invitation to retrace some scenes that have consecrated her as an undisputed star in the history of film consumption. Her presence in this project is a moving and very precious gift for me” Michele specifies.

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Fashion and cinema, a winning combination

Gucci is certainly not the first fashion house to collaborate with the cinema, the lucky duo came to life already before the 1950s, probably with the establishment of the Oscar for costumes in 1948.

Let’s think about Audrey Hepburn muse of Givenchy or Marlene Dietrich dressed Diorbut not only.

In 2013, for example, on the occasion of the film The Great Gatsby, director Baz Luhrmannentrusted the costumes of the fickle Daisy Buchanan, to the designer Miuccia Prada and the costume designer Catherin Martin. Over 40 looks were created for actress Carey Mulligan, inspired by the roaring 1920s with a contemporary twist.

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At Fahion Paris Week 2020, the late creative director of Louis Vuitton, Virgil Ablohpaid homage to the film The Truman Show, re-proposing on the catwalk the staircase traveled by the actor in the film Jim Carrey.

Not just clothes though, Chopard recently launched the Cannes 2020 sunglasses inspired by the famous film Breakfast at Tiffany’s, reminiscent of the elegance of the charming Holly, protagonist of the film.

READ ALSO: Fashion in cinema: 5 great designers who have dressed cult films

Gucci pays homage to Stanley Kubrick’s cinema in the new Gucci Exquisite campaign