Introducing Gucci’s New Haunting Campaign: The Exquisite Gucci

For all horror, thriller and fashion fans alike, Gucci offers up the cross-over compilation of our dreams with their haunting new campaign: The Exquisite Gucci. Paying an awe-inspiring tribute to the art form of cinema, Gucci deconstructs iconic scenes of cult classics, rearranging and blurring them into a stream of consciousness that paints sinister stories whilst showcasing the house’s best couture — adapted in a way that unifies clothing with culture.

“I’ve always been charmed by cinema. For its power to tell stories that can probe human adventure and its drift. For its visionary power to dig up in the real, making it vertiginously imaginative and questionable. Such a careful look on the human, after all, is so close to me. I could never imagine clothes as severed from the story and life of the person wearing them. If you ask me, a garment is not, and never will be, just a piece of fabric. It’s rather the means through which we are able to unfold who we really decide to be, it’s how we shape our desires and the ultimate sense of our staying. That’s why I’ve always imagined my collections as films able to convey a cinematography of the present: a score of stories, eclectic and dissonant, that can sacralize the human and its metamorphic ability,” adds Alessandro Michele.

Perhaps one of the most inventive of Gucci’s campaigns of 2022, the visual captures glimmers of 1970s eccentricity as it recreates The Shining, whilst suspense and thrill are encouraged through its ode to A Clockwork Orange. Enticing yet terrifying, Alessandro Michele seamlessly demonstrates the ways in which Gucci, much like film, remains a constant throughout life and history.

To watch the campaign now, head below…

2001: A SPACE ODYSSEY and all related characters and elements © & ™ Turner Entertainment Co. A CLOCKWORK ORANGE, BARRY LYNDON, EYES WIDE SHUT, THE SHINING and all related characters and elements © & ™ Warner Bros. Entertainment Inc. (s22)