The Spring/Summer 2019 Gucci campaign pays homage to the blondes, glitter and glitz, dancing, and surreal sets of classic Hollywood Musicals with nods to Cover Girl (1944), An American In Paris (1951), The Band Wagon (1953), There’s No Business Like Show Business (1954), Gentlemen Prefer Blondes (1953) and, especially, Singin’ In The Rain (1952). The campaign is the work of Gucci Creative Director Alessandro Michele, and he has staged it on an epic scale, photographed by Glen Luchford, who also directed the video featuring the Irving Berlin tune There’s No Business Like Show Business, sung by Ethel Merman, of course.
The upcoming Metropolitan Museum of Art Costume Institute‘s new show Camp: Notes On Fashion has Gucci as a sponsor. In her famous long essay Notes On Camp (1964), Susan Sontag wrote that camp was “a woman walking around in a dress made of three million feathers”. Michele told Vogue:
…what camp truly means to me: the unique ability of combining high art and pop culture.
That’s what Michele does in this campaign. Fashion is like no business I know.
Camp: Notes On Fashion is at The Met Fifth Avenue May 9–September 8, 2019