Elegant dresses, singing, glamour and extravagant dance numbers personify the Golden Age of Hollywood musicals. For SS19, GUCCI takes us on a wonderful ride down memory lane with an energetic, high-spirited campaign full of colour and life; celebrating the beginnings of celebrity culture and Hollywood’s momentous era.
The campaign was shot and directed by Glen Luchford, who took 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 campaign is no simple feat, featuring colourful sets with grand stages and staircases that alternate with more surreal dream sequence backdrops. In the film, characters dressed in Gucci tap dance, sing and perform synchronised dance routines reminiscent of the work of the exuberant musical choreography of that time.
In imagery that recalls the technicolour, on-screen theatricality of the song and dance numbers made famous by talented performers, this campaign delivers maximum glitz and glamour. The result is a playful, knowing and joyful outlook of the famous musical films of a bygone era.
After an intermission, we glimpse candid moments where the film crew and mechanics of the set are revealed as the camera pans away from the action, creating a “behind the scenes” element that wryly references the fact that Hollywood musicals were often about show business itself. These scenes allow us to see other characters, such as producers and agents, and give us a glimpse of the eclectic, extended Gucci cast that has come together to put on this epic production.
Check out the wonderful video below filled with nostalgia and life.
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CREATIVE DIRECTOR: Alessandro Michele
ART DIRECTOR: Christopher Simmonds
PHOTOGRAPHER/DIRECTOR: Glen Luchford
HAIR STYLIST: Paul Hanlon
MAKE-UP 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