Featuring original work by the likes of Elle Fanning, Jodie Turner-Smith, and Kelvin Harrison Jr.
Gucci is officially tapping into the power of TikTok.
Picking up from the self-made elements of the original Gucci Model Challenge, the luxury brand is releasing a series of short films starring Elle Fanning, Jodie Turner-Smith, Kelvin Harrison Jr., and more in partnership with Dazed Media.
As noted by WWD, the series is titled “Absolute Beginners” and has courted nine first-time directors and friends of the powerhouse brand to direct a film to celebrate “the potency of the pop culture and naïveté, the beauty in amateurism, and expose the power and vulnerability of the creative impulse while centering the Gucci Jackie 1961 bag.”
The “Absolute Beginners” series will feature nine films divided into two drops.
The first one (featuring work by Elle Fanning, Kelvin Harrison Jr., Jodie Turner-Smith, Benedetta Porcaroli and Emma Corrin) released on Wednesday, October 28. The second will release on November 6 and will feature films by Lily Gavin, Barry Keoghan, Yoshi, and Arlo Parks.
On the social front, the campaign has also tapped Morgan Presley, the creator behind the original viral Gucci Model Challenge, to be part of the series.
According to a press release, Presley will make a “#GucciAbsoluteBeginners guide to living a Gucci life” video with audio that other creators on the app can use to re-create their own Gucci videos.
The video will release on November 2 and will feature “a Guccified day in her life, in her Gucci-inspired look, with audio that creators can use to recreate their very own Gucci day.”
Participators in the OG Gucci Model Challenge included stars like Chilling Adventures of Sabrina star Lachlan Watson.
“My film is about captivating the nature of Gucci. Even a dog can be hypnotized by its beauty.
One night while drifting off to sleep, I thought of this western showdown between a dog and dog owner with a scoreboard keeping tallies of how Gucci always wins,” Elle Fanning, whose film will be available to watch starting , alongside four others, said in a press email.
“Since I am an absolute beginner to directing, I wanted to make a statement with the tone. Yes, this is a fashion film, but why not tell a funny story while looking at sparkling garments?”
“[My] film is essentially a story about the seemingly ever-present fear of love,” Kelvin Harrison Jr. said about his.
“The concept initially came from someone I was seeing who told me that the risk of falling in love was greater than the reward.
They had come to believe that after so many unsuccessful attempts at sustaining a long-lasting relationship it was unfair to expect anyone to take on their accompanying baggage.
It was suggested I may be naive to believe that someone could not only handle the baggage of another, but embrace it with an authorship as if it were their own”.
This is not the first time a fashion brand has used short films as a way to marry storytelling and fashion. In September, Dior celebrated the power of women with their own film series starring female activists.
If Alessandro Michele has told us anything since he became creative director of Gucci, it’s that he knows how to make art while pushing boundaries and defying conventions.
The Absolute Beginners film series will live on Dazed’s website and it’s safe to say the #GucciAbsoluteBeginners tag will soon take off on TikTok.
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