The Gucci FW22 was a collection full of surprises, due to the announce of the collaboration between the Italian brand and Adidas. The theme of it was quite experimental and difficult to understand at first glance, just as any creation of the creative director, Alessandro Michelle. He transformed the runway into a social experiment where he showed the incredible power of clothing that makes us unique to each one of us just by how we style it or express with it. The sportwear codes were mixed with the sartorial ones and it created one of the most interesting proposals from that Milan Fashion Week. For the campaign, he choose to go in another direction but still make it interesting and on theme, with a whole concept behind the video.
Alessandro Michelle, the current creative director at Gucci, has always been impressed by the power of cinema and how the picture itself can show the adventures of human being and impact in our personality and how we treat others. Just as the meaning of clothing, to him the movies we see are the cultural space we create in our head, fake scenarios come all from what we see in the big screen.
In this case, he is just reinventing the proposals that Stanley Kubrick did with 2001: A Space Odyssey, A Clockwork Orange, Barry Lyndon, Eyes Wide Shut and The Shining. This mastermind film director created such unique stories in each of his movies with a lot of iconic scenes, that the Italian designer wanted to replicated in his Exquisite Gucci campaign, the best of cinema and the best of fashion in the same place. The designer wanted to put his collection with creations from the past to see how he would fuse it together. The result was just magnifique and very elegant. The proposals are well made with the help of Milena Canonero and Charlotte Walter that did the replicas of the original movies. And thanks to Mert & Marcus that directed this little gem of the fashion world in such a cinematographic way.