REDЯUM. Gucci’s otherworldly campaign is a reimagining of the American director’s film archive
The past explodes into the present with Gucci’s otherworldly Exquisite campaign, a reimagining of Stanley Kubrick’s film archive. The luxury brand’s Creative Director, Alessandro Michele, draws inspiration from the director’s most iconic films, including The Shining, Clockwork Orange, 2001: A Space Odyssey, Eyes Wide Shut and Barry Lyndon.
Gucci’s Exquisite is “an act of love,” as Michele inhabits Kubrick’s eerie and eclectic films. He writes, “I took the liberty of disassembling, blending, grafting and reassembling them. Sticking to my creative praxis, I seized those movies, resemanticizing them, populating them with my clothes.”
One of the most influential directors of the 20th century, Kubrick’s famed for his adaptations of literary works, which he translates so cleverly into a visual medium. “I’ve always imagined my collections as films able to convey a cinematography of the present: a score of stories, eclectic and dissonant, that can sacralize the human and its metamorphic ability,” reveals Alessandro.
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Highlighting sportswear-turned-luxury garb, the campaign features pieces from Gucci’s breakthrough collaboration with adidas, combining their heritage and creative codes. Replicas of the original costume designs from Kubrick’s films are also present in the campaign, curated by Milena Canonero and Charlotte Walter.
Recognize any of these scenes?
“The Shining”
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“2001: A Space Odyssey”
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“Eyes Wide Shut”
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“Barry Lyndon”
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“A Clockwork Orange”
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Many have paid homage to Stanley Kubrick’s cinema, but none have been like Alessandro Michele’s storytelling in Gucci’s Exquisite.
Photos Gucci
Art Matthew Ian Fetalver
