Fashion

Gucci’s Spring Summer 2019 campaign brings back old-school glamour

Straight from the ‘40s

It’s #GucciShowtime and we’re here for it. Gucci’s Spring Summer 2019 campaign takes inspiration from much-loved films such as An American in Paris (1951), The Band Wagon (1953), Cover Girl (1944) and Singin’ in the Rain (1952).

You can watch the video here: 

It celebrates the beginnings of celebrity culture and pays homage to the golden age of the Hollywood musical. Shot and directed by Glen Luchford, the video is a musical featuring elaborate sets, colourful backdrops and characters (dressed in Gucci) who tap dance, sing and perform to a choreography that takes from the ‘40s and ‘50s. The whole vibe is happy, playful and colourful.

GU608 SS19 CAMPAIGN DPS MASTER PR CROP 300dpi 9

GU608 SS19 CAMPAIGN DPS MASTER PR CROP BALANCE 300DPI 02

After an intermission in the video, you get a glimpse of what goes down behind the scenes, featuring other characters such as producers and agents who make up the extended Gucci cast. The campaign characters also make an appearance in a series of videos where they are interviewed on the red carpet at an imaginary premiere of Gucci’s musical. It’s showtime and we wish it was for real.

Take a look at some visuals from the video campaign:

GU608 SS19 CAMPAIGN DPS MASTER PR CROP BALANCE 300DPI 05

GU608 SS19 CAMPAIGN DPS MASTER PR CROP 300dpi 6

GU608 SS19 CAMPAIGN DPS MASTER PR CROP BALANCE 300DPI 09

GU608 SS19 CAMPAIGN DPS MASTER PR CROP 300dpi 5

GU608 SS19 CAMPAIGN DPS MASTER PR CROP BALANCE 300DPI 07

PHOTOGRAPHS: Courtesy Gucci

CREATIVE DIRECTOR: Alessandro Michele

ART DIRECTOR: Christopher Simmonds

PHOTOGRAPHER/DIRECTOR: Glen Luchford

HAIR STYLIST: Paul Hanlon

MAKE-UP ARTIST: Isamaya Ffrench

 

Video credits: 

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.

 Music: "THERE’S NO BUSINESS LIKE SHOW BUSINESS” by Irvin Berlin

© Berlin Irving Music Corp.

Courtesy of Twentieth Century Fox Film Corporation