Gucci: A new film project
A Greek romance, retold
Luxury fashion house Gucci has partnered with leading media brand Conde Nast on a yet-to-be-named film project. Developed to showcase the maison's 2016 Pre-Fall collection, the four-episode series marks the first time these two organisations have collaborated on a project.
Directed by Gia Coppola, the film was created by the 23 Stories x Condé Nast studio and shot around New York City. It is a contemporary retelling of the popular Greek tale The Legend of Orpheus and Eurydice with Lou Doillon playing the female protagonist. Gucci's Creative Director Alessandro Michele played an intimate part in the project including developing an epic 10-foot veil for Doillon's character. In fact, the whole film is inpired to juxtapose European grace against the relentless buzz of the vibrant city.
"Digital narrative – whether through film, social media or native journalism – is the way that millennials in particular like to be engaged today," said Marco Bizzarri, Gucci President and CEO. "Consequently, this type of innovative approach to digital marketing will certainly play an increasingly important part of our strategy going forward."
Take a sneak peek behind the scenes of the Gucci x Conde Nast film project...