Gucci celebrates the beginnings of celebrity culture and the golden age of the Hollywood musical in a campaign that is full of colour, energy and high spirits.

February 4, 2019

The Gucci Spring 2019 film campaign, shot and directed by Glen Luchford, takes inspiration from films such as An American in Paris, The Band Wagon, Cover Girl, There’s No Business Like Show Business, Gentlemen Prefer Blondes and Singin’ in the Rain.

In imagery that recalls the technicolor, on-screen theatricality of the song and dance numbers made famous by talented performers, this campaign delivers maximum glitz and glamour. The mood is playful, knowing and evokes the joyful outlook of the famous musical films of the ’40s and ’50s.

A variety of characters from Gucci’s musical are given the silver screen treatment and shot in black and white with dramatic lighting in the style of the many famous movie star portraits in the ’30s and ’40s. Like those of the period, these pictures exude cool, elegant glamour.

The film also pays homage to this famous genre as we see characters dressed in Gucci tap dance, sing and perform synchronized dance routines reminiscent of the work of the exuberant musical choreography of that time. The soundtrack is “There’s No Business Like Show Business”, the song by Irving Berlin written for the musical Annie Get Your Gun.

Characters of the campaign also appear in a series of videos where they are interviewed on the red carpet at an imaginary premiere of Gucci’s musical. They are quizzed about themselves and their outfits as they make their way into the screening.


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