Debuting in a special film co-directed by award-winning photographer and director Floria Sigismondi and Alessandro Michele, Gucci Aria. A singular voice, taking its turn in the spotlight; in the Italian language, ‘air’.
The Creative Director calls it “a deep and ecstatic diving in everything we yearningly miss today… a jubilee of breath.”
In the year of Gucci’s centenary, Alessandro Michele opens the locks of history, only to find a deeply personal vision of the mythology that surrounds the brand. Standing sentinel is the Savoy Club—a tribute to The Savoy Hotel in London where founder Guccio Gucci worked as a liftboy in his youth.
The myth of foundation is reinhabited in the light of the present. We get into a club, neon lights and cameras, but we find out that the party we deserve doesn’t happen in the lobby of a London hotel of the 20s. It’s rather like a deep and ecstatic diving in everything we yearningly miss today: a feast of air.
Once inside, a “hacking lab” is unveiled. Incursions and contaminations by elements “pilfered” from House heritage and from Demna Gvasalia, Creative Director of Balenciaga.
The designer lingers over the anthropological implications of what shines, working on the brightness of fabrics while celebrating the equestrian world of Gucci transfiguring it into a fetish cosmogony.