Gucci Redrums Up Fans’ Feels With Campaign Rooted In Stanley Kubrick Films
Gucci is putting a fashionable spin to old-fashioned cinema by channeling iconic visuals from Stanley Kubrick’s movies for its Fall/Winter 2022 collection.
The campaign entitled Exquisite plants Gucci’s recent Adidas line into classic sci-fi and thriller stories of Kubrick, including 2001: A Space Odyssey; The Shining; Eyes Wide Shut; A Clockwork Orange; and Barry London.
As crazy, yet wholly expected of the Italian luxury house to pull a feat like this, it seems like people have really taken to this new artistic direction the brand is traveling down.
The new Gucci campaign is … okay they did that. pic.twitter.com/6MdiPE6KZu
— Daniel Benneworth-Gray (@gray) August 29, 2022
According to Creative Review, creative director Alessandro Michele is a self-confessed cinephile and has decided to pay homage to one of film’s most influential directors.
Each shot was a meticulously reimagined piece from the film, making the whole campaign look as if Michele had just asked for the models to be superimposed onto shots from the movie. However, each scene was recreated with the help of Christopher Simmonds and Gideon Ponte, who managed to replicate the movie sets in great detail.
The new Gucci campaign perfectly recreated some of Stanley Kubrick’s most iconic shots pic.twitter.com/HGEJkzupwx
— Kea (@jacquemusx) August 25, 2022
Gucci also received assistance from the University of Arts London, Warner Bros. Consumer Products, and Stanley Kubrick’s Film Archives in re-creating the iconic scenes.
On top of the set work, eerily similar extras to represent the actors from the movies were also cast, giving the print campaign even more authenticity.
Exquisite culminates in a minute-long video that captures the essence of Kubrick’s artistry and the subtle sense of impending doom when watching his films and interweaves Gucci’s eccentric fashion into some of film’s most memorable scenes.
[via Creative Review and Rolling Stone, cover image via Gucci]
