All Photos Courtesy of Gucci by Glen Luchford

It’s showtime!

For Spring-Summer 2019, Gucci has released a campaign that pays tribute to the golden age of the Hollywood musicals and it’s as charming as ever! Indeed, the campaign is shot and directed by Glen Luchford and takes inspiration from films such as an An American in Paris (1951), The Band Wagon (1953), Cover Girl (1944), There’s No Business Like Show Business (1954), Gentlemen Prefer Blondes (1953) and Singin’ in the Rain (1952).

So get this; the campaign features all-things glamorous, in ode to the on-screen theatrics of the song and dance numbers made famous by talented performers. In the showbiz world, that means colorful sets with g, a playful mood and a joyful outlook reminiscent of the famous musical films of the 40s and 50s. Another set of photographs reflects the glitz of the black and white publicity stills created by the studios at the time to promote their stars as perfect role models. And so, a variety of characters from Gucci’s musical are given the silver screen treatment and shot in black and white with dramatic lighting – circa famous movie star portraits in the 30s and 40s.

That said, the film features characters dressed in Gucci while they tap dance, sing and perform synchronized dance routines reminiscent of the work of the cheerful musical choreography of that time. But most importantly, the film reveals a “behind-the-scenes” moment after an intermission, where candid moments of the film crew and mechanics are put into sight. So you can only imagine the slew of other character unveiled, from the producers to the agents and of course, the extended Gucci cast that has come together to put on this epic production. The campaign’s characters appear in a series of videos as well, where they are interviewed on the red carpet at an imaginary premiere of Gucci’s musical.