Driven by Gucci’s Creative Director, Alessandro Michele, the Fall 2022 campaign dubbed “Exquisite” is a direct nod to some of the most beloved films in movie history.
“The ‘Exquisite’ campaign is my tribute to cinema and to one of its brightest maestros, Stanley Kubrick,” Michele says. “A philosophic filmmaker who, better than others, emanated the magic of that inextricable knot through which cinema exudes life and magnifies it. I’ve always admired Kubrick’s remarkable capacity in tackling very different subjects. His experimental drive goes beyond any possible categorization. Every film, in fact, digests the manifold souls where dystopia meets parody, drama becomes human comedy, horror looks like a psycho-philosophic treatise, the feeling of truth evolves into the uncanny.”
Michele says his fashions have always been influenced by cinema, as he views his collections as “a cinematography of the present.”
The ambitious campaign recreates some of Kubrick’s most famous scenes, inserting models into iconic sets from 2001: A Space Odyssey, A Clockwork Orange, Eyes Wide Shut and more.
“Trying to create short circuits where the Adidas gown, that had already lost its status of sportswear to become a Victorian costume, appears as a new character in the script of Barry Lyndon,” Michele says. “The dress designed by Laura Whitcomb, wearing which Madonna grabbed the New York spotlight in the nineties, fits in the gothic scenes of The Shining.”
A true feast for the eyes, Exquisite takes the instantly-iconic looks of this Gucci x Adidas crossover collection and catapults them to even higher pop cultural heights. Michele adds that this entire campaign continues to evolve his aspiration of blending low-brow pop with high-end art, a goal that seems to be right on trend in the high-end athleisure world of elevated streetwear and the like.
See more from Gucci’s Exquisite campaign below, then shop the looks and learn more about the Fall 2022 collection via gucci.com.