There's no business like show business
Phots by Glen Luchford, courtesy of Gucci
The British fashion photographer and film director Glen Luchford directed “Gucci Showtime”, the spring/summer 2019 campaign for the Italian luxury fashion brand.
Luchford has been shooting for Gucci since Alessandro Michele’s first campaign and has helped the designer change the brand’s image.
The photographer’s cinematographic photos are a significant change from the over-sexualised image Gucci had during Tom Ford’s years.
The movie short is a homage to the musicals of Hollywood’s golden age. The characters, wearing glittering gowns and sequin suits designed by Alessandro Michele for Gucci spring/summer 2019 collection, sing and dance to Irving Berlin song “There’s No Business Like Show Business”.
The newest campaign takes us to the joyful and playful time of Hollywood's iconic musicals from the ’30s and ’40s, maybe to show us that through fashion, one can change the current rather gloomy mood.
And may we add, by acknowledging and celebrating the beauty of this gift called life, you too can be part of Gucci’s party! Have a look at the wonderful campaign: