Gucci x Adidas Exquisite Campaign

















Gucci x Adidas Exquisite Campaign. Story by Eleonora de Gray, Editor-in-Chief of RUNWAY MAGAZINE.

Creative director of Gucci Alessandro Michele picked up the concepts and the scenes “as an act of love” from his favorite movies to present Gucci x Adidas Campaign.

“I’ve always been charmed by cinema. For its power to tell stories that can probe human adventure and its drift,” begin Alessandro Michele’s notes on the new Exquisite Gucci campaign, which draws inspiration from a series of iconic films by the late, celebrated sculptor of genres, Stanley Kubrick. Scenes are revisited by the Creative Director and reinhabited by looks from his latest collection for the House, paying homage to the past through imaginative infusions of the present.

“I’ve always imagined my collections as films able to convey a cinematography of the present: a score of stories, eclectic and dissonant, that can sacralize the human and its metamorphic ability… As an act of love, I decided to reinhabit Kubrick’s films, pushing to the core this incendiary approach. I took the liberty of disassembling, blending, grafting and reassembling them. Sticking to my creative praxis, I seized those movies, resemanticizing them, populating them with my clothes. Trying to create short circuits where the Adidas gown, that had already lost its status of sportswear to become a victorian costume, appears as a new character in the script of Barry Lindon. The dress designed by Laura Whitcomb, wearing which Madonna grabbed the New York spotlight in the nineties, fits in the gothic scenes of The Shining. The mysterious darkness of the enigmatic ritual of Eyes wide Shut embraces a venus in fur, embellished with sensual bourgeois pearls. And more, the 90s shoes with a fetish flavour explode through the frames of A Clockwork Orange. Finally, the dreamiest evening dress dangled in soft tulle ruches bursts into the aseptic and dystopian space of the Discovery One in 2001: A Space Odyssey. This situationist game mixes historical plans, references, experiences. The past explodes into the present. Everything can become anything, or something else. As in that famous scene of Kubrick’s masterpiece, where the bone turns into a spaceship. As in life.” Alessandro Michele

Gucci x Adidas Exquisite Campaign Runway Magazine
2001: A Space Odyssey. Gucci x Adidas Exquisite Campaign Runway Magazine

In the new Exquisite Gucci campaign, an evening gown framed in romantic ruffles seamlessly takes its place within the aseptic and dystopian Discovery One from Stanley Kubrick’s ‘2001: A Space Odyssey.’ “The past explodes into the present. Everything can become anything, or something else,” says Creative Director Alessandro Michele. 2001: A SPACE ODYSSEY and all related characters and elements ©️ & ™️ Turner Entertainment Co. (s22)

Gucci x Adidas Exquisite Campaign Runway Magazine
⁣THE SHINING. Gucci x Adidas Exquisite Campaign Runway Magazine

An adidas x Gucci look from the Exquisite Gucci collection appears as a new character in a signature scene from ‘The Shining’ as part of a campaign that pays homage to the late Stanley Kubrick. “His ability to build stories that exceed significance, crossing borders and setting labels on fire, has always been deeply inspiring to me,” says Creative Director Alessandro Michele. ⁣THE SHINING and all related characters and elements © & ™ Warner Bros. Entertainment Inc. (s22)

Gucci x Adidas Exquisite Campaign Runway Magazine
BARRY LYNDON. Gucci x Adidas Exquisite Campaign Runway Magazine

Endeavoring to create “short circuits” in his new Exquisite Gucci campaign, Alessandro Michele infuses a bucolic tableau inspired by the film ‘Barry Lyndon’ with an adidas x Gucci gown that likewise sits at a crossroads of past and present. ⁣BARRY LYNDON and all related characters and elements © & ™ Warner Bros. Entertainment Inc. (s22)

Gucci x Adidas Exquisite Campaign Runway Magazine
THE SHINING. Gucci x Adidas Exquisite Campaign Runway Magazine
Gucci x Adidas Exquisite Campaign Runway Magazine
THE SHINING. Gucci x Adidas Exquisite Campaign Runway Magazine

Echoing the idea of metamorphosis explored within the Exquisite Gucci fashion show, which juxtaposed worlds and meanings, the House’s latest campaign revisits iconic film scenes created by the late Stanley Kubrick that are now part of our collective imagination, reinhabiting them with signature looks from the collection. ⁣THE SHINING and all related characters and elements © & ™ Warner Bros. Entertainment Inc. (s22)

Gucci x Adidas Exquisite Campaign Runway Magazine
EYES WIDE SHUT. Gucci x Adidas Exquisite Campaign Runway Magazine

“If you ask me, a garment is not, and never will be, just a piece of fabric. It’s rather the means through which we are able to unfold who we really decide to be, it’s how we shape our desires and the ultimate sense of our staying,” says Alessandro Michele in his notes on the Exquisite Gucci campaign, a tribute to cinema and to the late Stanley Kubrick. “Clothes get closer to bare life again. They turn into highly imaginative functional prosthesis, and they do so to tell a story. A story that shatters, enchants, tortures, ignites. Because it’s the story of the human that dwells in each and every one of us.” ⁣EYES WIDE SHUT and all related characters and elements © & ™ Warner Bros. Entertainment Inc. (s22)

Gucci x Adidas Exquisite Campaign Runway Magazine
A CLOCKWORK ORANGE. Gucci x Adidas Exquisite Campaign Runway Magazine

Creative Director: Alessandro Michele
Art Director: Christopher Simmonds 
Photographers & Directors: Mert & Marcus 
Models’ Make up: Thomas De Kluyver
Models’ Hair: Paul Hanlon
With thanks to University of the Arts London, home of the Stanley Kubrick Archive, Warner Bros. Consumer Products, and the Stanley Kubrick Film Archives.
2001: A SPACE ODYSSEY and all related characters and elements © & ™ Turner Entertainment Co. A CLOCKWORK ORANGE, BARRY LYNDON, EYES WIDE SHUT, THE SHINING and all related characters and elements © & ™ Warner Bros. Entertainment Inc. (s22)
Replicas of the original costume designs curated by Milena Canonero and Charlotte Walter

MUSIC
“Title Music from A Clockwork Orange”
(from Purcell’s “Music for the Funeral of Queen Mary”, arr. by Wendy Carlos)
Written and performed by Wendy Carlos, Rachel Elkind
Published by Tempi Music
Performing Rights: BMI
Courtesy of Serendip LLC

“Clockworks (Bloody Elevators)”
Written and performed by Wendy Carlos, Rachel Elkind
Published by Tempi Music
Performing Rights: BMI
Courtesy of Serendip LLC



Posted from Gucci, Milan, Italy.