Gucci’s latest collaboration with adidas brings together luxury fashion and sportswear to create something truly unique. The ‘Exquisite Gucci’ collaboration appears in a campaign inspired by Stanley Kubrick, with repeated scenes from some of his classic films. Showing all the nostalgia of the old cinema and adding a modern, luxurious fashion twist, the House’s creative director Alessandro Michele always envisioned his collections to be presented in this unique way.
Shot by fashion photography duo Mert Alas and Marcus Piggott, the Exquisite Gucci campaign collaboration features scenes from 2001: A Space Odyssey, A Clockwork Orange, Barry Lyndon, The Shining and Eyes Wide Shut. According to the fashion house, the collaboration “combines the emblems of the House with those of the iconic sportswear brand. The collection expands on sartorial streetwear creations with a spectrum of sports-inspired pieces, in which the heritage of both brands is encoded in a trio of lines.”
The collection includes adidas’ iconic Gazelle trainers, which have been reworked by the House’s creative director to appear in velvet, snakeskin and GG monogram variations. With a new vision for footwear, Alessandro’s reimagined designs have a firm focus on the future. The collection also includes various clothing items, which include sports-themed tennis sets, T-shirts and bags to match.
Alessandro says: “I have always been fascinated by cinema. For its power to tell stories that can probe the human adventure and its drive. I have always imagined my collections as films capable of conveying a cinematography of the present: a set of stories, eclectic and dissonant, that can sacralize man and his metamorphic capacity.”
Previous Gucci campaigns include the ‘Parade of Love’ campaign, in February 2022, where Alessandro displayed over 100 looks on Hollywood Boulevard, once again underlining his love of cinema. This collection saw Jared Leto, Jodie Turner-Smith and Macaulay Culkin all take to the runway to show Gucci’s then latest collection.
But this isn’t the first time the legendary director has inspired a homepage for his films. Other campaigns have previously featured a nod to Stankey Kubrick, including Channel 4’s ‘Kubrick Season’, which launched on July 1, 2008 and won praise for its quirky homage to the legendary director.
There have also been several tributes to Stanley’s unique creative vision through exhibitions with other contemporary artists, musicians and filmmakers all wishing to pay their respects. Daydreaming with Stanley Kubrick was shown at Somerset House in 2016 and attracted fans of the master director.
LOANS
Creative Director: Alessandro Michele
Artistic Director: Christopher Simmonds
Photographers and directors: Mert & Marcus
Make-up of the models: Thomas De Kluyver
Hair styles: Paul Hanlon
Costume: Replicas of original costume designs curated by Milena Canonero and Charlotte Walter
Music: ‘Title Music from A Clockwork Orange’ (from Purcell’s “Music for the Funeral of Queen Mary”, arr. by Wendy Carlos)
Written and performed by: Wendy Carlos, Rachel Elkind
Published by: the rhythms of the music
Performance rights: BMI
Music: Clock (Bloody Elevators)
Written and performed by: Wendy Carlos, Rachel Elkind
Published by: the rhythms of the music
Performance rights: BMI
