Gucci has found its new way forward. In a surprise announcement, the Italian luxury house has announced that it will show its new collection through a seven-part film series, co-directed by acclaimed filmmaker Gus Van Sant, along with the house’s creative director Alessandro Michele.
The series will run from 16 to 22 November in a digital film and fashion festival dubbed the GucciFest, WWD reports. The collection and series has been named ‘Ouverture of Something That Never Ended’ and will reportedly star friends of the house such as Billie Eilish, Harry Styles, Florence Welch, Chinese singer and actor Lu Han, Paul B. Preciado, Achille Bonito Oliva, Darius Khonsary, Jeremy O. Harris, Ariana Papademetropoulos, Arlo Parks and Sasha Waltz. The film series was shot in Rome, and will be released daily across YouTube, Weibo and a specially dedicated microsite, GucciFest.com.
Additionally, the GucciFest will also spotlight works by 15 emerging designers by screening fashion films celebrating their work. Michele has personally handpicked the roster of designers, which includes Ahluwalia, Shanel Campbell, Stefan Cooke, Cormio, Charles De Vilmorin, JordanLuca, Mowalola, Yueqi Qi, Rave Review, Gui Rosa, Rui, Bianca Saunders, Collina Strada, Boramy Viguier, and Gareth Wrighton.
Following the outbreak of the COVID-19 pandemic earlier this year, Michele announced his decision to reduce the house’s five annual collections to just two collections a year–a ‘reset’ for the brand that he announced in a series of lengthy Instagram posts. “We will meet just twice a year, to share the chapters of a new story,” one of the posts read. “Irregular, joyful, and absolutely free chapters, which will be written blending rules and genres, feeding on new spaces, linguistic codes, and communication platforms.”
Looks like Michele has finally found a creative, new way to bring the world of Gucci to life, digitally.