Following Gucci's theatrical Spring 2019 show held at the Le Palace nightclub and theatre in Montmartre, Paris, last September, creative director Alessandro Michele continues to pay tribute to the idea of theatrics for the #GucciShowtime campaign.
Inspired by the Golden Era of Hollywood musicals in the '40s and '50s, Michele took cues from legendary films like An American in Paris (1951), The Band Wagon (1953), Cover Girl (1944) and more to realize his vision for the Spring 2019 season.
Working with Glen Luchford once again for both photography and film, the #GucciShowtime campaign brings back the technicolour and on-screen theatrics of the golden era with the classic Alessandro's Gucci twist we all know and love. Watch the campaign film below:
Before we get into the full rainbow of imagery, it's also worth taking a look at a separate set of imagery that Glen and Alessandro have produced – highly stylized black and white images that mimics the traditional celebrity stills used in Hollywood of that era.
Cool, elegant and endlessly glamorous, these black and white stills project the other side of Gucci that very few knew about. See them below:
Now, onwards to the glitz and glamour. We see a new Gucci universe that takes place in a space with colourful sets, grand stages and staircases, where the stars (models), dressed in Gucci, tap dance to uniform routines with a contrast of a more surreal dream sequence of backdrops.
The mood is joyful and the models are beaming with energy portraying a renewed sense of quirkiness for Gucci where pinup girls wear studded one-piece swimsuits, dancers dance in bedazzled Gucci sneakers and leading actresses flaunt the new Rajah bags.
Let's not forget that magnificent number where the model dressed in glittering fringes as a birthday surprise for a stuffy, rigid society party – truly a Hollywood moment you cannot miss.
Dive right into the #GucciShowtime campaign below:
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer/Director: Glen Luchford
Hair Stylist: Paul Hanlon
Makeup Artist: Isamaya Ffrench
IMAGES & VIDEO
AN AMERICAN IN PARIS: TM & © Turner Entertainment Co. (s19)
SINGIN’ IN THE RAIN: TM & © Turner Entertainment Co. (s19)
THE BAND WAGON: TM & © Turner Entertainment Co. (s19)
GENTLEMEN PREFER BLONDES © 2019 Twentieth Century Fox Film Corporation.
THERE’S NO BUSINESS LIKE SHOW BUSINESS © 2019 Twentieth Century Fox Film Corporation.
COVER GIRL © 2019 Columbia Pictures Industries, Inc. All Rights Reserved.
"THERE’S NO BUSINESS LIKE SHOW BUSINESS” by Irvin Berlin
© Berlin Irving Music Corp.
Courtesy of Twentieth Century Fox Film Corporation