Gucci has run some weird and wonderful campaigns over the years but its latest has to be one of the strangest, or at least the most terrifying. The fashion brand has launched a tribute to the legendary film director Stanley Kubrick.
Orchestrated by Gucci’s creative director and self-confessed cinephile – Alessandro Michele, the campaign film places the fashion house’s latest collection within some of Kubrick’s most iconic film scenes. The fashion house’s AW22 campaign is further proof of the creative director’s ability to surprise and delight audiences.
In a statement, Michele says:
“I’ve always been charmed by cinema. For its power to tell stories that can probe human adventure and its drift. For its visionary power to dig up in the real, making it vertiginously imaginative and questionable.”
The campaign that’s very much a labor of love in terms of the level of detail recreated from scenes from 2001: A Space Odyssey, The Shining, A Clockwork Orange, Barry Lyndon, and Eyes Wide Shut. It also retains some of the tension of the original films but takes it to an uncanny level that’s sinister in its own way.
Gucci’s ‘Exquisite’ includes a cinematic short film and series of images that recreate scenes, adding in steely eyed models and, of course, Gucci products. As always for Gucci, the photography, courtesy of Mert and Marcus, is stunning and the attention to detail is also incredible.
For the campaign, the fashion house partnered with costume designer Milena Canonero, who worked with Kubrick on the films. Warner Bros. and Turner were also roped in as partners for the campaign to ensure absolute accuracy with the films.
They travel through the vast body of Kubrick’s work to showcase everything — from period-inspired clothing to futuristic Gucci wear for kids and adults.
Watch the video here:
