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Gucci's technicolor advertising campaign SS19

Wear your most glittering outfit and get ready to dance and sing

Gucci's technicolor advertising campaign SS19  Wear your most glittering outfit and get ready to dance and sing

Ladies & gentlemen it's showtime! Dust off your dance shoes and sequins because the glamor of the 1950s Hollywood musicals is returning. The era that marked the beginning of the "celebrity culture" lives more wonderful than ever in the new Gucci spring-summer 2019 campaign, photographed and directed by Glen Luchford. The brand and its creative director Alessandro Michele are inspired by cult film An American in Paris, Men prefer blondes or Singing in the rain, recreating a joyous, lively, technicolor atmosphere, with a deliberately retro flavor, but always super cool, made of grand stages and stairways, choreographic dances and more surreal dream moments.

Along with the many, colorful images there is a series in black and white that recalls hyper-stylized advertising photos created in fifties by film companies to launch the stars.

There is something in the aesthetics of Michele, a world full of cultured and pop references, different styles and visions that enchant, which leaves you breathless. This campaign is no exception. Each sequence or shot catches the eye, transporting us to a parallel universe in which style and glamor reign supreme. All without forgetting a touch of irony. The photos of the advertisement, in fact, are accompanied by a small film with the soundtrack of There's No Business Like Show Business, the piece of Irving Berlin composed for the musical Anna take the shotgun. This additional tribute by Gucci to the popular 1950s genre shows the show on the stage, but also fictitious "behind the scenes" of the set, revealing a glimpse of the eclectic cast.

Also bizarre and ironic are the interviews on the fake red carpet at an imaginary premiere of the Gucci musical, used as a teaser for the entire campaign.


CREATIVE DIRECTOR: Alessandro Michele
ART DIRECTOR: Christopher Simmonds
MAKE-UP ARTIST: Isamaya Ffrench
AN AMERICAN IN PARIS: TM & © Turner Entertainment Co.  (s19)
SINGIN’ IN THE RAIN: TM & © Turner Entertainment Co.  (s19)
THE BAND WAGON: TM & © Turner Entertainment Co.  (s19)
GENTLEMEN PREFER BLONDES © 2019 Twentieth Century Fox Film Corporation.
THERE’S NO BUSINESS LIKE SHOW BUSINESS © 2019 Twentieth Century Fox Film Corporation.
COVER GIRL © 2019 Columbia Pictures Industries, Inc. All Rights Reserved.
© Berlin Irving Music Corp.
Courtesy of Twentieth Century Fox Film Corporation