Gucci has launched a seven-episode mini series as part of a week-long digital film festival called GucciFest.
Named “Ouverture of Something that Never Ended”, the new collection by Gucci creative director, Alessandro Michele, is co-directed by award-winning film director Gus Van Sant.
It stars “international talents and friends of the house” including Harry Styles, Billie Eilish, Arlo Parks and Florence Welch.
GucciFest launches on Gucci’s YouTube and Weibo channels, as well as GucciFest.com, on 16 November and runs until 22 November.
“The presentation of the new collection is a joyful and irregular new tale told by blending rules and genres, feeding on new spaces, linguistic codes and communication platforms,” a statement from the Italian luxury brand reads.
GucciFest also promises to offer a platform for the work of 15 emerging designers by sharing their fashion films.
Gender-defying menswear designer Bianca Saunders, Lagos-born and London-based Mowalola Ogunlesi and sustainability pioneer Priya Ahluwalia are among the up-and-coming talent being showcased.
The event is the latest in a series of collaborations between Harry Styles and the Italian label.
In summer 2019, the one-time One Direction singer became the face of their genderless fragrance Me?moire d'une Odeur.
The 26-year-old also co-hosted the 2019 Met Gala alongside Alessandro Michele, the designer responsible for his iconic black semi-sheer blouse and single pearl earring combo.
The news follows the announcement from Gucci in May that it would not participate in the traditional fashion show schedule.
Instead, the brand said it would deliver two season-less and genderless shows a year.
Commenting on the fashion calendar, Michele said he would no longer adhere to the rota of spring/summer, autumn/winter, cruise and pre-fall shows, saying: “I think these are stale and underfed words. Clothes should have a longer life than that which these words attribute to them.
“So much outrageous greed made us lose the harmony and the care, the connection and the belonging.”
In a series of notes shared on the designer’s Instagram feed, he added: “I will abandon the worn-out ritual of seasonalities and shows to regain a new cadence, close to my expressive call.
“We will meet just twice a year, to share the chapters of a new story. Irregular, joyful and absolutely free chapters, which will be written blending rules and genres, feeding on new spaces, linguistic codes and communication platforms.”
The Italian label livestreamed its Epilogue collection in July, subsequently garnering more than 35 million views worldwide.
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