Creative director Alessandro Michele is passionate about the culture of the old decades, especially the cultural works that attract an entire “cult following”. For the promotional campaign of the Gucci Exquisite Fall/Winter 2022 collection, the creative director chose to recreate famous scenes from the work of legendary director Stanley Kubrick, films that have gone down in history and are still today. watched over and over again by movie aficionados.
Gucci re-enacts Stanley kubrick’s horror movie in promotional campaign
Working with cinema is nothing new for Alessandro Michele. The previous collection, Gucci Love Parade, celebrates the glory days of old Hollywood. This Exquisite collection continues to explore the power of film. “I have always been fascinated by cinema. Because it possesses the power to convey thrilling stories, taking us on adventures,” said Alessandro Michele.
The creative director also shared that he sees fashion through the lens of cinema. “I have always envisioned my collections as a retelling of the times, a story that, while seemingly eclectic and contradictory, deifies the human capacity to change.”
Stanley Kubrick’s famous films are meticulously recreated by Gucci in this advertising campaign. Harper’s Bazaar uses the word reconstruction instead of imitation, as the Italian brand has teamed up with Warner Bros. studios and the late Stanley Kubrick’s longtime costume designer, Milena Canonero, to recreate lifelike scenes.
Besides setting the scene, Gucci also looks for people who are identical to the original actors. They interacted with models dressed in Gucci, acting as if they were part of the original movie. The result is surreal-inspired images.
“Kubrick is a true sculptor, a director who always matches different genres of films together, ahead of his time. His ability to construct stories transcends barriers and directly ignites what people want to impose on him. That always inspires me.
So, to show my love, I decided to remake Kubrick’s movies. I painstakingly disassembled, reassembled, and assembled them, adding to the outfits I designed. The past explodes into the present.”
A sci-fi film that explores the concept of aliens. The content revolves around the astronauts on the Discovery One spacecraft, on their way to explore Saturn, harassed and murdered by the artificial intelligence HAL, causing them to almost fail.
2001: A Space Odyssey was praised for its lifelike rendering of the interior of a spacecraft, due to the use of a rotating machine to create a weightless effect. The image of the corridor in Stanley Kubrick’s constantly rotating spaceship is reproduced by Gucci in this campaign.
A movie of the dystopian genre mixed with criminal psychology. The main character Alex DeLarge is the leader of a street gang consisting of three guys Georgie, Dim, and Pete. He is addicted to violence and sexual abuse. When arrested and incarcerated, the authorities experimented with psychological changes for Alex to prevent the possibility of recidivism. A Clockwork Orange speaks for itself about freedom of thought.
A film set in the aristocracy of the 18th century praised for its picturesque cinematography. Every time Stanley Kubrick makes a film project, he wants to create a new premise, and Barry Lyndon is a novel filming technique that avoids electronic lights. Using only natural light and candlelight, the team uses large-aperture lenses.
A mystery and an erotic film starring Tom Cruise and Nicole Kidman. Eyes Wide Shut is about sexual relationships, fidelity, infidelity, and love.
The Shining is a psychological thriller that revolves around Jack Torrance, a temporary butler of an old hotel in the mountains of Colorado. When he came here with his wife Wendy and son Danny, Jack’s psyche became worse because of the presence of supernatural objects inside the hotel. He eventually became paranoid and chased his wife and children.
Famous scenes include the kitchen where the Torrance family was happy; the scene where baby Danny plays with his car in an empty hallway before encountering the ghost twins; and the female ghost in the green bathroom, both recreated by Gucci. The Shining is one of Stanley Kubrick’s most famous works, so it is also favored by Gucci to recreate most movie scenes in this campaign.
Stanley Kubrick (1928 – 1999) was an Academy Award-winning, BAFTA, and multiple Golden Globes nominated film director. He does not specialize in any genre of film but prefers to combine many genres together, creating films that are black comedy, satire, and full of reflection. Each of his works is ahead of its time, whether in story, storytelling, or cinematography.
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