Shot and directed by Glen Luchford, the Gucci Showtime campaign takes inspiration from classic Hollywood films and musicals of the 40s and 50s like An American in Paris (1951), The Band Wagon (1953), Cover Girl (1944), There’s No Business Like Show Business (1954), Gentlemen Prefer Blondes (1953) and Singin’ in the Rain (1952). Gucci celebrates the colorful theatrics and joyfulness of the birth of celebrity culture with glamours set pieces and fantasy-inspired looks.
The film also pays homage to this famous genre as we see characters dressed in Gucci embellished dresses to oversized diamanté necklaces, as well as classic 40s tailoring, hats and silhouettes. They tap dance, sing and perform synchronized dance routines reminiscent of the work of the exuberant musical choreography of that time.
The video soundtrack is “There’s No Business Like Show Business”, the song by Irving Berlin written for the musical Annie Get Your Gun and made famous by Ethel Merman in the film of the same name There’s No Business Like Show Business.
Watch the Gucci Showtime: Spring Summer 2019 campaign video above.
CREATIVE DIRECTOR: Alessandro Michele ART DIRECTOR: Christopher Simmonds PHOTOGRAPHER/DIRECTOR: Glen Luchford HAIR STYLIST: Paul Hanlon MAKE-UP ARTIST: Isamaya Ffrench IMAGES & VIDEO AN AMERICAN IN PARIS: TM & © Turner Entertainment Co. (s19) SINGIN’ IN THE RAIN: TM & © Turner Entertainment Co. (s19) THE BAND WAGON: TM & © Turner Entertainment Co. (s19) GENTLEMEN PREFER BLONDES © 2019 Twentieth Century Fox Film Corporation. THERE’S NO BUSINESS LIKE SHOW BUSINESS © 2019 Twentieth Century Fox Film Corporation. COVER GIRL © 2019 Columbia Pictures Industries, Inc. All Rights Reserved.