Gucci’s Lush Fashion Film
A four-part video directed by Gia Coppola
As the fashion industry undergoes seismic changes in its effort to attract younger, loyal customers, elaborately-produced videos have become a key component of every brand’s marketing strategy. Gucci, under creative director Alessandro Michele, has recently quadrupled its efforts in that area by releasing this four-part video series—directed by Gia Coppola, granddaughter of Francis Ford Coppola—that puts a modern twist on the Greek romance “The Myth of Orpheus and Eurydice.” Set in New York City, the tragic love story—Orpheus and Eurydice get married, she gets bitten by a snake and dies and then he tries to rescue her from hell—plays out in a Manhattan brownstone, Central Park and a nightclub, with all of the characters dressed in Gucci’s new pre-fall collection.
