There truly is no business like show business, especially when the business of show is as grand as it is at Gucci. Without a single throwaway moment in sight, the Italian superbrand is bringing us their SS19 campaign, in style of the grand Metro-Goldwyn-Mayer follies. Looking like genuine archive footage dating back to the Golden Age of Hollywood, the short film and imagery – both directed and shot by Glen Luchford – are ridiculously over-the-top, just like they did it back in the day. Alessandro Michele’s SS19 collection comes to live, its shimmer and shine giving just the perfect amount of drama for the grandeur of the studio stage. You can imagine singing film legends like Ethel Merman, Angela Lansbury or Judy Garland twirling in those colourful beads, with comedic posture and a sense of ease about them. The men’s fashion is here too – Gene Kelley and Fred Astaire are back, but instead of gray wool, there’s a whole colorama of suits.
Many may try, but very few succeed it emulating the spirit of Old Hollywood. Michele, Luchford and Gucci seem like the magic combination that should never, ever stop. “There’s no people like show people, they smile when they are low!” With jazz hands and tap shoes, away we go…
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)
GENTLEMAN 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.
VIDEO MUSIC:
“THERE’S NO BUSINESS LIKE SHOW BUSINESS” by Irvin Berlin
© Berlin Irving Music Corp. Courtesy of Twentieth Century Fox Film Corporation
