Art/Design, Fashion

Gucci brings back Stanley Kubrick’s cult classics

Using fashion to enhance some of cinema’s best-told stories.

words by: Sahar Khraibani
Oct 7, 2022

Fashion and cinema have always been two creative fields that have felt incredibly interlinked. Many brands, especially high-brow fashion brands, have utilized film and its extensions in their campaigns. Gucci’s creative director, Alessandro Michele, has always been interested in this intersection of film and fashion. In past seasons, the director has been riffing off of Hollywood themes and cinematic cues to come up with ideas for Gucci’s campaigns.

 

For Gucci’s Fall/Winter 2022 collection, titled Exquisite Gucci, the brand uses iconic cinematic moments from across Stanley Kubrick’s extensive oeuvre to unravel the story of the collection. Launched at Milan Fashion Week, Exquisite Gucci unfurled with optical illusions, in a hall of optical mirrors, a metaphorical setting that underscores fashion’s ability in expressing and revealing different facets of who we are.

 

For Michele, fashion will never be just about garments, but instead, it’s a means through which to tell a story, and to unfold a certain aspect of who we really are. Fashion shapes people’s desires and aesthetic affinities in this world. This is why, in for this tribute, Michele draws on iconic moments from Stanley Kubrick’s filmography.

 

 

Kubrick is one of the most prolific and well-known directors of our time and the creator of a number of cult classics including The Shining, Lolita,  2001: A Space Odyssey, Barry Lyndon, A Clockwork Orange, Eyes Wide Shut, and many others. Michele was, from an early stage, always moved and inspired by Kubrick’s work, which is said to have served as particular inspiration for this line because of his singular propensity to experiment with a variety of subject matters while toying between changing perspectives, and blurring the lines between reality and fiction.

 

 

The Fall/Winter 2022 line is referred to as a tribute because Exquisite, the film that was produced for the collection, takes scenes and elements from some of Kubrick’s famous movies and collages them together in a way that is reminiscent to Gucci aesthetics. The team took the liberty to chop up, disassemble, and blend together footage from several cult classics. All of which are scenes that will be recognizable to almost anyone who’s seen a Kubrick film (or has just browsed the internet and seen some Shining memes).

 

Although this remains a fashion campaign, Michele usually approaches most of the work as if it were an artistic project that not only showcases clothes, but also what it means to be alive and to experience life and art.

 

You can watch the Gucci Exquisite campaign film here, browse the stories here, and in case you missed it, Gucci Vault Art Space is the newest NFT art gallery.

 

Photos via Gucci, Gregoire Avenel