In May, Gucci creative director Alessandro Michele teased plans to reinvent the house's strategy, both in terms of the number of collections per year and how the designs would be unveiled.
"We will update it but have to restore what we had in the past, and maybe show you a more inventive product. To do that, we need more time," he had said, telegraphing a shift in the fashion business spurred by the pandemic.
Today, part of that inventiveness has is clearer. Gucci and Michele have announced GucciFest, a digital fashion and film festival conceived as a showcase for the collection ‘Ouverture of Something That Never Ended.’ It is scheduled for November 16 to November 22 and the star — aside from the designs, of course — will be a seven-episode miniseries shot in Rome and co-directed with film-maker Gus Van Sant, shared The Hollywood Reporter.
The series will follow performer Silvia Calderoni in a "surreal daily routine in the city" as she encounters a string of famous faces and friends of the house, including Billie Eilish and Harry Styles. It will be released daily during GucciFest as an exclusive broadcast on YouTube Fashion, Weibo and Gucci YouTube and embedded on a dedicated site, GucciFest.com.
‘Ouverture of Something That Never Ended’ will be joined on the programme by fashion films celebrating the works of 15 independent young designers.
Gucci's dedication to the art of film is well known in Hollywood. The house is the longtime partner of LACMA's Art+Film gala, an annual fundraiser that always plays host to A-list stars, film-makers, studio chiefs and art world gliteratti.
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