Gucci Takes Digital Presentations to the Next Level with a Whimsical Seven Part Miniseries

Alessandro Michele is not so much a designer who just makes clothes. Since taking the reins at Gucci five years ago, he has pressed reset on the Italian maison’s visual vocabulary and built an entire universe around it. From the get-go, Michele has approached fashion as an intersection of art, culture, and history. The result: a surrealistic world of whimsy and technicolour synonymous to Gucci.

We’ve seen it all unfold season after season at Gucci’s runway presentations. But as we settle into the new norm – fashion month is a thing of the past – virtual presentations have suceeded physical outings. In July, Michele presented his first remote collection, coined Epilogue. Far from just another live stream, it was an extensive 12-hour program that eventually led to the unveiling of Gucci’s 76-piece Resort 2021 collection. If it was anything to go by, we can safely conclude that Michele’s maximalist tendencies were due to extend to the experience of his digital presentations.

Surely enough, Michele one-upped himself with GucciFest, a digital fashion and film festival spearheaded by Michele as a platform for independent young designers. A highlight amongst the lineup was Michele’s seven-part miniseries to introduce the brand’s latest collection – Ouverture of Something That Never Ended. Co-directed by American filmmaker Gus Van Sant, the series follows the miniseries’ star Silvia Calderoni as she traverses through the city of Rome. Not without its fair share of Michele’s muses, of course. In episode 3, Harry Styles shares timely, pandemic-appropriate advice on creating art. Billie Eilish debuts her new single. Florence Welch thrives in her element inside a vintage store.

As he did on the runways, Michele weaved the key themes of gender neutrality and blended the past with the present seamlessly throughout the episodes. The clothes, juxtaposed against the culturally rich Italian capital, lends a unique perspective to the collection. It’s experiencing Gucci like you never have before.

The miniseries might’ve just concluded two days ago but we’ve already gone back to revisit our favourite moments. Leave in the comments below what are some of yours!

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#1: AT HOME

#2: AT THE CAFE

#3: AT THE POST OFFICE

#4: AT THE THEATRE

#5: THE NEIGHBOURS

#6: AT THE VINTAGE SHOP

#7: A NIGHTLY WALK

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