Why It’s Showtime at Gucci

The new SS19 campaign and advertising images for Gucci reveal Alessandro Michele‘s love of HOLLYWOOD MUSICALS


Maximising glitz and glamour and oozing colour, energy and high spirits, the SS19 campaign for Gucci, shot and directed by Glen Luchford, takes inspiration from films such as An American in Paris (1951), The Band Wagon (1953), Cover Girl (1944), There’s No Business Like Show Business (1954), Gentlemen Prefer Blondes (1953) and Singin’ in the Rain (1952). The mood is playful and evokes the joyful outlook of these famous musicals.


The campaign film portrays characters dressed in tap dance garb, singing and performing synchronised routines reminiscent of musical choreography of that time.


Gucci also mimics the stylised black and white publicity stills created by the studios at the time to promote their stars as perfect role models, exuding elegance and glamour.


It feels nostalgic and very much like The Artist. Is it coincidental it’s been released before The Oscars? I doubt it. The take home message is a focus on the timeless yet contemporary clothes – sequins and silk, tweeds and tea dresses – all making for feel good fashion.

Penny McCormick

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