DRAWING more than a little inspiration from the golden age of Hollywood cinema, Gucci debuts its SS19 campaign with its film Gucci Showtime. Shot and directed by Glen Luchford, the campaign is a celebration of the roots of celebrity culture, American starlets, and Hollywood glamour. Complete with nostalgically ‘50s grainy camera quality, elaborate film sets, and an abundance of sequins, the film provides the perfect setting for Gucci to debut their charmingly extravagant collection.
The film pays homage to cult works of Hollywood cinema such as An American in Paris (1951), The Band Wagon (1953), Cover Girl (1944), There’s No Business Like Show Business (1954), Gentlemen Prefer Blondes (1953), and Singin’ in the Rain (1952). Encompassing all the glitz and glamour of the golden age, the film recreates song and choreography made famous by the likes of stars Gene Kelly, Fred Astaire, Cyd Charisse, Rita Hayworth, Marilyn Monroe, Jane Russell and Debbie Reynolds.
Shot from Gucci SS19 campaign
Alongside the vividly bright and colourful imagery, Gucci demonstrates the elegance of old Hollywood with highly stylised black and white shots, capturing the cool and chic sophistication of the silver screen. The shots feature a quilted suit jacket and heavily embellished outerwear, expressing the blending of ultra-feminine and androgynous pieces that was prevalent in the 1940s’ and 1950s’.
Shot from Gucci SS19 campaign
The soundtrack to the film features There’s No Business Like Show Business by Irving Berlin, performed by one of Gucci’s “stars”. The song and the film comes to an end with a cascade of colour, as the stars perform on stage. The curtain never falls.
by Emma Hart
Gucci’s latest collection can be purchased here