Gucci, Gus Van Sant challenge fashion cycle with film collab
Associated PressMILAN — Gucci creative director Alessandro Michele has been looking to transcend the runway show, and the coronavirus pandemic has provided an apt moment. Michele teamed up with American film director Gus Van Sant to create a seven-part miniseries revealing Gucci’s latest collection, titled “Ouverture.” The videos will be trickled out a day at a time starting Monday in the format of a virtual film festival and following the addictive pattern of streaming services. While the pandemic did not condition the project, “for me it created a speedier reaction.” A film buff since childhood, Michele said he was discussing another project with Van Sant before the pandemic and proposed the miniseries project just a month ago. Michele said the garments were “freed from their traps,” the idea that luxury brands like Gucci belong out of reach, only in certain boutiques or closets. “The combination of cinema with exposing fashion ideas has a lot of potential, as cinema starts to get sucked into the computer screen,’’ Van Sant said.
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