100 YEARS SEXY: GUCCI
The Aria Film + Miley, Madonna, Serena
Gucci unveiled a new collection very recently called Aria to celebrate 100 years of the fashion house.
Gucci Creative Director Alessandro Michele gives a historic sweep to the collection that embraces it’s equestrian heritage, some borrowed references from the Tom Ford period and then for kicks he stole from the French brand Balenciaga. “Gucci was born under some kind of constellation, because the power it holds is nearly inexplicable,” said Michele in a video press conference and it is so true. They have had lightning in a bottle for 100 years.
The collection is titled Aria which is a reference to another unending spectacular Italian creation, lyric opera. Models walked down a long runway corridor outfitted with hundreds of flashing cameras. Of course, a medley of Gucci inspired modern music provided the soundtrack including Pump’s “Gucci Gang” and Bhad Babies’ “Gucci Flip Flops.”
The film Gucci Aria was the crowning creation and was co-directed by Floria Sigismondi and Allesandro Michele. Aria translates to air from the Italian language and Michele calls it, “a deep and ecstatic diving in everything we yearningly miss today……a jubilee of breath.” The film captured the history, the sexual tension and celebration of the brand perfectly.
In addition Gucci enlisted on social media Miley Cyrus who made a great self directed short film and Madonna and Serna Williams. Happy 100th Gucci from all of us at PROVOKR!
