Co-directed by Alessandro Michele and Gus Van Sant, the seven-part film series, entitled OUVERTURE of Something that Never Ended, will star Billie Eilish, Harry Styles, Florence Welch and more.
The global pandemic has forced brands to rethink traditional modes of showcasing fashion and, true to form, Gucci reigns supreme when it comes to mastering digital mediums in the absence of physical gatherings like shows and launch events.
Their July Epilogue 12 hour live-stream exceeded 35 million worldwide viewers, making it the brand’s most-watched digital event ever.
Now creative director Alessandro Michele has announced GucciFest, a digital fashion and film festival running from 16-22 November.
Michele has sought help from Gus Van Sant, American cult director with indie roots, whose filmography includes My Own Private Idaho (1991), Good Will Hunting (1997) and Elephant (2003).
The pair have co-directed a seven-part film series showcasing the new collection, starring actress Silvia Calderoni on a surreal daily routine in Rome. The collection with the same name as the film, will be revealed throughout the series.A new episode will arrive daily during the festival via exclusive streams on YouTube Fashion, Weibo, Gucci’s YouTube, and the GucciFest site.
Together with the OUVERTURE of Something that Never Ended series, GucciFest will also feature broadcasts of additional films crafted in celebration of the creative work of a selection of emerging independent designers including: Ahluwalia, Shanel Campbell, Stefan Cooke, Cormio, Charles De Vilmorin, JordanLuca, Mowalola, Yueqi Qi, Rave Review, Gui Rosa, Rui, Bianca Saunders, Collina Strada, Boramy Viguier, and Gareth Wrighton.
The complete program of the GucciFest week will be available from 13th November.