Gucci Launches Film Festival as Catwalk Alternative
In lieu of a traditional runway show due to Covid-19 restrictions, Gucci has chosen to present its new collection via a series of short films directed by independent talent in a digital festival called Gucci Fest (November 16-22). In addition, the showcase also includes presentations from a number of other brands and designers.
Featuring an episodic miniseries directed by the luxury Italian brand’s creative director Alessandro Michele and American filmmaker Gus Van Sant, the films aim to embrace the theatricality and innate character of Michele’s designs.
As the future of global fashion weeks as well as the traditional fashion calendar itself remain in question due to the pandemic, Gucci is one of the first luxury labels to experiment with new formats and create its own platform for its work – one over which it has complete control, freedom and independence.
Alongside presenting its own collection via video content, fashion films from brands and designers such as New York’s Collina Strada and London’s Gareth Wrighton are also streaming throughout the week-long event.
In a time where consumers are gravitating towards philanthropic, socially aware and open-armed brands, sharing its platform with other, smaller designers is a smart move by Gucci and its parent brand Kering. Instead of seeing them as competitors, Gucci has positioned them as not just peers, but collaborators.
For more, see Fashion’s State of Independents in our 2021 Look Ahead, and read Luxury Fashion’s Pandemic-Era Priorities for more on how Covid-19 has shifted attitudes and practices in the fashion industry.