Gucci’s Spring Summer 2019 campaign brings back old-school glamour
Straight from the ‘40s
BY Manali Shah | January 31st, 2019
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.
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:
PHOTOGRAPHS: Courtesy Gucci
CREATIVE DIRECTOR: Alessandro Michele
ART DIRECTOR: Christopher Simmonds
PHOTOGRAPHER/DIRECTOR: Glen Luchford
HAIR STYLIST: Paul Hanlon
MAKE-UP ARTIST: Isamaya Ffrench
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