For Gucci, the Spring/Summer 2019 season is all about glitz and glamour. The brand’s new video campaign focuses on technicolour theatricality, filled with vibrant energy and high spirits.
Opulent sets with grand stages and staircases alternate with more surreal dream sequence backdrops. The mood is playful, evoking the joyful outlook of famous musical films from the 1940s and 50s.
It takes inspiration from productions such An American In Paris (1951), The Band Wagon (1953), Cover Girl (1944), Gentlemen Prefer Blondes (1953), Singin’ In The Rain (1952) and more.
In a set of advertising visuals, Gucci mimics the highly stylised black and white publicity stills created by studios at the time to promote their stars as perfect role models.
A variety of characters from the Gucci musical are given the retro silver screen treatment with dramatic lighting. Like those of the era, these pictures exude cool, elegant glamour.
Old-School Glitz And Glamour
The video also pays homage to this famous genre as we see characters dressed in Gucci tap dance, sing and perform synchronised dance routines reminiscent of the work of exuberant musical choreography.
The soundtrack is There’s No Business Like Show Business, the song by Irving Berlin written for the musical Annie Get Your Gun and made famous by Ethel Merman in the film of the same name.
Also shown is the supposed “behind-the-scenes” element. This affords viewers a glimpse of producers and agents, and paint a fun picture of the work that is involved with pulling off the campaign.
Characters of the campaign then make an appearance on the red carpet at an imaginary premiere of Gucci’s musical. They are quizzed about themselves and their outfits as they make their way into the screening.