Luxury fashion house Gucci recently unveiled its 'Gucci Showtime' campaign for the Spring/Summer 2019 season. It is both shot and directed by the talented Glen Luchford and celebrates classic Hollywood during the golden era of the 40s and 50s. The theatrical theme recalls films from the decades such as 'An American in Paris,' 'Cover Girl,' 'Singin' in the Rain,' 'Gentlemen Prefer Blondes,' 'The Band Wagon,' and 'There's No Business Like Show Business.'
The glamorous concept is captured in the form of an old-school film that dresses characters in classic 40s fashion. They perform by singing and dancing in a synchronized routine that references the golden era. The new Spring/Summer 2019 Gucci Showtime campaign features Irving Berlin's song There's No Business Like Show Business.'
Luxe Musical Fashion Campaigns
The Gucci Showtime Campaign Celebrates the Golden Era of Hollywood
Trend Themes
1. Nostalgic Fashion Campaigns - Brands can leverage the audiences' love for vintage Hollywood to create fashion campaigns that tug at the heartstrings.
2. Musical Fashion Ads - The use of music and musical elements in fashion campaigns can create a deeper engagement with the audience.
3. Theatrical Themes in Fashion Ads - Using elements of theater such as singing and dancing in fashion advertisements can create a memorable and unique viewing experience that sets a brand apart.
Industry Implications
1. Luxury Fashion - Luxury fashion brands can create campaigns that preserve the memories and aesthetics of past eras while promoting their modern collections.
2. Music - The immersive experience of a musical ad campaign could be applied by music brands to market their products and services in a more engaging manner.
3. Entertainment - The use of theatrical elements in ads and campaigns makes them similar to live concerts and performances, allowing the entertainment industry to explore new marketing avenues.