Movies and fashion have always been closely related. Film works require costume styling to shape characters and complement the script, and movies have also become the inspiration for many fashion designers. With the arrival of the 2022 autumn and winter season, major brands’ advertising campaigns have been launched one after another. Gucci recently released the “Exquisite” advertising campaign, paying tribute to the legendary film master Stanley Kubrick, faithfully recreating classic scenes from films such as “2001: A Space Odyssey,” “A Clockwork Orange,” and “The Shining,” presenting an interesting combination of film and fashion.
Alessandro Michele himself is a movie buff, deeply influenced by the works of Stanley Kubrick. “His masterful handling of various themes taught me to admire his experimental spirit that transcends any one genre. In fact, each of his films dissects the myriad facets of human nature, blending dystopia with satire, turning dramas into comedies of life, and transforming thrillers into psychological philosophical discourses, making reality feel inexplicable.”
In this advertising campaign, in order to “godly restore” the characters and scenes, we specially invited close friends Milena Canonero (Stanley Kubrick’s designer) and Charlotte Walter to plan and create replicas of the costumes from the original movie.
Alessandro uses deconstruction, fusion, transplantation, and reorganization to creatively reinterpret, with models wearing Gucci Exquisite series transforming into new movie characters. The character wearing a Victorian-style adidas gown seamlessly blends into the scene of “Children of the Revolution,” as seen when Madonna attended the New York premiere in the 90s. The jumpsuit designed by Laura Whitcomb perfectly fits into the gothic scene of “The Shining”; 90s-style shoes in the series make a striking appearance in “A Clockwork Orange.” The evening gown with soft, cascading chiffon pleats appears in the sterile, dystopian space of the “Discovery One” spaceship in the classic “2001: A Space Odyssey.”
This scenario game combines long-standing plans, elements, and experiences. The past bursts into the present. Everything is interconnected, with countless forms: just like in Kubrick’s classic masterpiece, the famous scene where a bone suddenly transitions into a spaceship, just like the various aspects of life.
