|Object date||November 2020|
|Place of Origin||Rome, Italy|
|Designer||Alessandro Michele (Creative Director)|
by student Juan Carlos Guevara Verjel
In November of 2020 Alessandro Michele’s Gucci presented a week-long film festival (GucciFest) as part of a recent announcement regarding the brand’s plan to reformulate its approach to the five-season cycle traditionally used by big players in the fashion industry. The core feature of the festival was a series of short films titled Overture of Something That Never Ended —created in collaboration with film director Gus Van Sant— that were released daily and served to introduce the latest collection by Gucci. Throughout the duration of the festival, conversations between frequent collaborators around central themes to the collection were streamed, alongside films by 15 young up-and-coming designers, effectively reimagining the film festival format that the brand took inspiration from. GucciFest challenged long-held conventions by exploring new ways of recontextualizing practices familiar to a brand’s audience through the possibilities and limitations of digital tools. The shift in presentation has allowed for a longer-lasting circulation of the collection, marking an important step that goes against the ephemeral relevance that has become characteristic to design objects in fashion.
Van Sant, G. & Michele, A. (2020). GucciFest Invitation [Digital File]. GucciFest. Rome, Italy. https://www.guccifest.com/#/en/
Gucci (November 16, 2020). Episode 1: At Home | Ouverture Of Something That Never Ended | Silvia Calderoni and Paul B. Preciado. Retrieved from: https://www.youtube.com/watch?v=uiGOK6AKaGg&feature=youtu.be