Gucci's aim with new fashion film
Gucci is tapping into the millennial market with digital narrative.
On Monday (06Jun16) the Italian fashion house will debut its latest fashion film. The stylish short is directed by Gia Coppola, and gives a modern spin on the love story of Orpheus and Eurydice, taken from Greek mythology. Set in modern day New York, Gia and stylist Arianne Phillips worked closely with Gucci head Alessandro Michele on the film, which is split into four episodes.
“We’re able to take advantage of highly original and qualitative content to engage with a broad, but targeted audience across geographic regions and platforms,” Gucci president and chief executive Marco Bizzarri told Business of Fashion. "Digital narrative — whether through film, social media or native journalism — is the way that millennials in particular like to be engaged today. (It) will certainly play an increasingly important part of our strategy going forward."
For the new Gucci film models Lou Doillon, Marcel Castenmiller, Laura Love all feature. At one point Lou wears a stunning pink ten foot wedding veil, which was custom made for the feature.
To get the project off the ground, Gucci shunned working with its own marketing team, opting instead to partner with branded content studio 23 Stories which was launched in January 2015 by publishing house Conde Nast.
As well as the brand itself distributing the film, Conde Nast’s U.S. titles Vogue, GQ, the New Yorker, W, Vanity Fair and Pitchfork will also share the content. Vogue China and Vogue Japan will promote the short too, ensuring a broad spectrum of people will be reached.