The stars will present the brand’s new collection in a seven-episode mini-series.
Back in May, Gucci director Alessandro Michele announced a reboot of the brand. The Italian company merged men’s and women’s collections, did away with the tiresome convention of seasons, and cut its shows from five to two a year. “We need new oxygen to allow this complex system to revive,” Michele said at the start of the pandemic. And, it seems, he found this “oxygen”.
Michele decided to present the new collection, called Ouverture of Something that Never Ended, as a seven-part mini-series.
The project will be directed by Gus Van Sant, known for his films My Personal Idaho, The Elephant, and The Pharmacy Cowboy. Sylvia Calderoni, Billie Eilish, Harry Styles, Florence Welch and Jeremy O. Harris will also join the show. Filming will take place in Rome.
The project will premiere at the GucciFest, which will take place online from November 16 to 22. In addition to the Gucci series, the festival will show films of 15 more budding designers.
Gucci is not the only house to showcase the new collection in an alternative format: Jeremy Scott of Moschino showed his spring 2021 collection, downsizing it to a doll size and staging a puppet show.
Photo source: Legion-Media