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Brief Published: 28 Jan 2014

Gucci Screens Documentary at Couture

Luxury Italian brand Gucci became part of the Paris Couture schedule last week without even showing a collection, as the label hosted a private screening of its documentary The Director: An Evolution In Three Acts.

The documentary follows Gucci’s creative director Frida Giannini for 18 months and was directed by Gucci ambassador, American actor James Franco (both pictured above), and filmmaker Christina Voros, who shadowed and interviewed Giannini for the project. By screening the documentary at Paris Couture Fashion Week, Gucci was able to tap into a prime, A-list audience, and subsequently released clips and snippets of the film to its social media followers. The screening in Paris follows the film’s debut release at the Tribeca Film Festival in New York in April 2013. 

At this year's independent film festival Sundance, international beauty brand Dove also leveraged the impact of the documentary with its own short version, Selfie, which explores the link between beauty and social media. Directed by Academy Award-nominated director Cynthia Wade, it targets the same unfounded negativity expressed by women about their looks as its award-winning 2013 Real Beauty campaign. 

British indie fashion magazine ID's launch of a new fashion film and video-driven website at the end of 2013 acknowledges the close relationship between fashion and film for branding and marketing purposes. Elsewhere, current Vogue covergirl and creator of hit comedy Girls, Lena Dunham, teamed up with New York designer Rachel Antonoff for a short film as part of Style.com’s annual Video Fashion Week last year, while Californian brand Rodarte looked to the realm of retro fantasy video games for its S/S 13 campaign film.

See more on the retail power of fashion films in Fashion Film & E-Commerce and look out for our coverage of the Sundance film festival next week.