fashion and film (fashion in context)
Fashion and film
Gucci: ARIA film directed by award winning photographer and director Floria Sigismondi and Allessandro michele.
The film starts in a dark presumably gross alleyway following a lone character outside of what appears to be some sort of club, the young man peers through the peephole in the door to see and hear a forest full of life and freedom and then as he turns away we see his gucci sunglasses with the brands name across the side all over the screen which gucci is famous for plastering its logo and name on all its pieces. So far all the lighting and camera angles have remained fairly mysterious and dramatic. As he enters it turns immediately into a long corridor very clean and sleek white and covered in cameras and flashes of light almost imitating paparazzi as they take pictures of celebrities creating a very exclusive expensive importance as what is basically a runway show starts.
This whole time rap music has been playing the song having said gucci over and over again in the lyrics again pushing this typical branding of gucci by plastering their name everywhere which is a little tacky but if it works it works. All the models are fairly young looking in playful and youthful modern trendy fashions starting from an elegant everyday look transitioning into much more sultry sexy almost club like outfits. Meanwhile as the models are walking one by one there's dramatic slow mos as they walk camera panning to the side for a side view and then cutting back to head on for a quick pose or zoom in on a particular accessory, etc.
Finally we then transition to a small dark room with loud music and flashing lights full of the models standing around a couple dancing giving off club vibes. Then double doors open to lush green inhibited forest where they all proceed to run around almost like children playing games barefoot, inquisitively touching things and searching, then romance and kissing and finally ending with closeups of the models looking confused while music plays throughout the time they have been in the forest about not knowing what the future brings etc and then ends on a close up of a bedazzled heart bag being thrown into the air.
Ultimately what this film is giving off is a story of youth and fun and expectations perhaps or even ambition in the times of social media and how easily an audience can be built, etc. there's so much that can be read into in this fashion film including the pressures of being surrounded by cameras which could be place holders for followers and social media constantly being watched and then escaping to a place where you can just be free and live where anything is possible while wearing gucci. This all makes sense considering gucci and their efforts to target a younger audience.The constant close ups throughout the film on the gucci logos and symbols as well as almost every song having the word gucci in it multiples times is very typical for gucci as they are very used to plastering their logos over everything, especially their diffusion lines, which again is weird and tacky and just makes it more obvious u cant afford the non diffusion items which is a running theme of exclusivity within both the brand and film.
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