Designer labels challenge the fashion cycle with film collaborations

A photo posted by Gucci showing the directors on set in Rome filming the episodes of 'Ouverture'. Photo: Instagram/@gucci

Gucci creative director Alessandro Michele has been looking to transcend the runway show, and the Covid-19 pandemic has provided an apt moment. Michele teamed up with American film director Gus Van Sant to create a seven-part miniseries revealing Gucci’s latest collection, titled Ouverture.

The videos will be trickled out a day at a time starting Monday in the format of a virtual film festival and following the addictive pattern of streaming services. Film and fashion have a long relationship, and Gucci is not the first fashion house to team up with a filmmaker, even during the pandemic.