COVID-19 made fashion rethink many matters, from fashion week schedules to overproduction, but most of all, it accelarated the reflection on how to show a collection to wide audience, through the digital media, in the most appealing ways. Most of brands come up with a video or film. But the latest example takes notes from Netflix. Gucci‘s Alessandro Michele hired the one and only Gus Van Sant to make seven-episode miniseries that were shown one by one, for the entire week. At moments, the experience was bumpy. The poll I’ve made on Instagram mid-week suggested that 75% no longer paid attention to the digital Gucci event. While the visuals of Ouverture Of Something That Never Ended were striking, Silvia Calderoni’s acting was phenomenal and Gucci celebs appearances were amusingly witty (Harry Styles made a cameo wearing a pink tee tucked into denim shorts, and pronounced his improvised modern-day art manifesto: “when it comes to making art it’s about finding the thing you’ve always wanted to see that has never been made. It’s always an uncomfortable moment, I think, when you find the thing. You don’t know if you love it or hate it because you don’t really know what it is yet. But I think that’s the most exciting place to work in“; Florence Welch glided through a Gucci-fied vintage store and slipped handwritten notes into the pockets of jeans or the purse of a passerby; Billie Eilish performed her new song and danced with her pet robot dogs in what looked like the suburbs of L.A.), the focus on the clothes was hard to comprehend. Fashion films are pretty much always product-driven and lack substance, and here it was quite the opposite. There was plenty of substance, but I felt there was not enough of the collection itself. Maybe, as some editors suggested, the episodes could be shoppable? It would be great to find that golden balance. The miniseries streamed on Instagram and on a dedicated site dubbed GucciFest, where the brand also supported videos made by 15 emerging designers from around the world – which was a lovely gesture. Once you finally look at the look-book to see the actual spring-summer 2021 (and pre-fall 2021) clothes, you will be surprised (or not so much) that Michele decided to utterly focus on the core of his Gucci. The 90 looks saw some most distinct signatures, as well as Alessandro’s archives (especially pieces from his first Gucci collections). There was pretty much nothing new, and the collection was free of bizarre over-the-topness that made the label feel just too much for me in the pre-pandemic times. So, the brand’s customer will be pleased with all the vintage-y, wearable styles that are just the right amount of quirk, while the rest of the audience might use the line-up as an inspiration-filled portfolio. It seems to say: “shop your closet, no need to buy new stuff“.
Collage by Edward Kanarecki.