Gucci Invades the World of Stanley Kubrick

August 28, 2022
Gucci Exquisite Campaign Fall 2022 Men Joep Model
Joep wears a red coat for the Gucci Exquisite campaign, depicting a scene from “A Clockwork Orange.” Photo Credit: Mert & Marcus / Gucci

Gucci’s advertising strategy, which focuses on highlighting the visual language and power of fashion, continues to earn the luxury house praise and admiration. The Exquisite campaign from the Italian fashion brand makes its debut for fall 2022. As the new season gets underway, Gucci’s creative director, Alessandro Michele, pays tribute to the director, Stanley Kubrick

Gucci Exquisite Campaign Men Fall 2022 The Shining Luke Clod Model
Luke Clod rocks a fresh take on the adidas track jacket. The model wears a green three stripes coat from the Gucci x adidas collection with metallic silver pants as he stars in the Gucci Exquisite campaign. The scene depicted is from “The Shining” with Shelley Duvall. Photo Credit: Mert & Marcus / Gucci

Gucci Exquisite Campaign

Several iconic moments from Stanley Kubrick films add a cinematic flair for models wearing the newest designs from Gucci. Alessandro Michele admits, “I’ve always been charmed by cinema.” The designer goes into more detail, elaborating on his admiration because of film’s ability to convey tales that may investigate the human experience and its course.

Gucci Campaign Men Fall 2022 Cloud Shen Model 2001 A Space Odyssey
Cloud Shen takes hold of a Gucci bag as he appears in a scene from “2001: A Space Odyssey” for the brand’s Exquisite campaign. Photo Credit: Mert & Marcus / Gucci

Alessandro Michele is fond of cinema, especially “for its visionary power to dig up in the real, making it vertiginously imaginative and questionable.” Michele sees parallels between the beauty of film and the connection between individuals and their clothing. “Such a careful look on the human, after all, is so close to me. I could never imagine clothes as severed from the story and life of the person wearing them,” explains Michele. 

Gucci Exquisite Campaign Men Fall 2022 A Clockwork Orange Didier Vinson Lawal Badmus Model Dawid Prowse Workout Muscle
Didier Vinson and Lawal Badmus front the Gucci Exquisite campaign, appearing in a scene from “A Clockwork Orange,” opposite David Prowse, who works out. Photo Credit: Mert & Marcus / Gucci

“If you ask me, a garment is not, and never will be, just a piece of fabric,” says Michele. “It’s rather the means through which we are able to unfold who we really decide to be, it’s how we shape our desires and the ultimate sense of our staying.” 

Gucci Campaign Men Fall 2022 Exquisite 2001 A Space Odyssey Tengde Wang Model
Tengde Wang appears in Gucci’s Exquisite campaign, sporting a red beret and studded tailoring. The ad depicts a scene from “2001: A Space Odyssey.” Photo Credit: Mert & Marcus / Gucci

Michele makes the connection between the significance of clothes and how he presents them, saying, “That’s why I’ve always imagined my collections as films able to convey a cinematography of the present: a score of stories, eclectic and dissonant, that can sacralize the human and its metamorphic ability.”

Gucci Exquisite Campaign Fall 2022 Men The Shining David Ge Model
David Ge stars in Gucci’s Exquisite campaign, appearing in a scene from “The Shining.” Photo Credit: Mert & Marcus / Gucci

The Gucci Exquisite advertising campaign deconstructs scenes from Stanley Kubrick films and reassembles them using the brand’s clothing as stand-ins for new characters. The ad uses Kubrick’s innovative and creative brilliance as its source of inspiration. 

Gucci Exquisite Campaign Fall 2022 Men Eyes Wide Shut Jean Meyer Model
Jean Meyer models an adidas x Gucci look for the new Gucci Exquisite campaign featuring a scene from “Eyes Wide Shut.” Photo Credit: Mert & Marcus / Gucci

“Every [Kubrick] 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,” says Alessandro Michele. 

Luke Clod Model Gucci Exquisite Campaign Men Fall 2022 Barry Lyndon
Standing out in a red sweater, Luke Clod stars in the Gucci Exquisite campaign, appearing in a scene from “Barry Lyndon.” Photo Credit: Mert & Marcus / Gucci

Alessandro Michelle adds, “Kubrick was, in essence, a real sculptor of genres: the ‘cross-genre’ director, ahead of his time. His ability to build stories that exceed significance, crossing borders and setting labels on fire, has always been deeply inspiring to me.”

Gucci Exquisite Campaign Men Fall 2022 The Shining
Gucci juxtaposes its fall imagery with “The Shining” for its Exquisite campaign. Photo Credit: Mert & Marcus / Gucci
Gucci Invades the World of Stanley Kubrick
Gucci spotlights its newest bags as part of its fall 2022 Exquisite campaign. Photo Credit: Mert & Marcus / Gucci