With Europe going into lockdown once again, Italian label Gucci will be taking their next collection to your screens with a seven-day long event.
Presented by creative director Alessandro Michele, the fashion house will be launching their collection “Ouverture of Something that Never Ended” through a seven-episode mini-series screening during “GucciFest.” The innovative virtual fashion and film festival will be running from Nov. 16 to 22 on YouTube, Weibo and their site, dropping pieces of the new collection every day with each episode.
Shot in Rome and directed by filmmakers Gus Van Sant and Alessandro Michele, the mini-series will be featuring the actress slash performer Silvia Calderoni going about her daily routine. As she goes on a stroll around the city, she’ll be bumping into the “Friends of the House” a.k.a. a star-studded lineup of brand ambassadors including Billie Eilish, Harry Styles, Paul B. Preciado, Achille Bonito Oliva, Darius Khonsary, Lu Han, Jeremy O. Harris, Ariana Papademetropoulos, Arlo Parks, Sasha Waltz and Florence Welch.
Back in May, Michele penned the open letter “Notes From The Silence” to announce his plan of deviating from the usual fashion calendar and limiting Gucci’s yearly shows to two. “GucciFest” will be his first show following his new vision.
“The presentation of the new collection is a joyful and irregular new tale, no longer constrained by the old notion of seasonality, closer to his expressive call and told by blending rules and genres, feeding on new spaces, linguistic codes and communication platforms,” Gucci wrote at the press release.
“GucciFest” will also be screening a variety of fashion films featuring the works of 15 independent young designers (Ahluwalia, Shanel Campbell, Stefan Cooke, Cormio, Charles De Vilmorin, Jordan Luca, Mowalola, Yueqi Qi, Rave Review, Gui Rosa, Rui, Bianca Saunders, Collina Strada, Boramy Viguier, and Gareth Wrighton) handpicked by the creative director himself.