Last May, the creative director Alessandro Michele had announced on the occasion of the publication of his manifesto Appunti dal Silenzio, that the new Gucci collection will be revealed with an unpublished narration, at an irregular frame rate, no longer bound to seasonality or genre. A direction materialized in the announcement of the maison, with the OUVERTURE of Something that Never Ended project on the occasion of the GucciFest, an innovative fashion and digital film festival scheduled from 16 to 22 November.
OUVERTURE of Something that Never Ended is the title of the seven-episode mini-series co-directed by director Gus Van Sant and Alessandro Michele, created with the aim to experience new linguistic codes and communication platforms to tell about the next Gucci collection. The series, shot in different locations in Rome, stars actress, artist and performer Silvia Calderoni, as well as future Gucci best sellers, and a series of international talents and friends of the brand, including Billie Eilish, Harry Styles and Florence Welch.
The episodes will be broadcast every day during the whole period of the GucciFest exclusively on YouTube Fashion, Weibo, Gucci YouTube and available on the dedicated website GucciFest.com. In addition, GucciFest will also offer fashion films celebrating the creations of young independent designers chosen by Alessandro Michele: Ahluwalia, Shanel Campbell, Stefan Cooke, Cormio, Charles De Vilmorin, JordanLuca, Mowalola, Yueqi Qi, Rave Review, Gui Rosa, Rui, Bianca Saunders, Collina Strada, Boramy Viguier and Gareth Wrighton will have the opportunity to present their collections through the digital platforms.