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Gucci's Film Magic

Not content with just dressing stars for the red carpet, the brand has been working its cinematic DNA into the preservation of motion picture history itself.

Appeared In
Special Issue
WWD Milestones issue 02/23/2011

Not content with just dressing stars for the red carpet, Gucci has been working its cinematic DNA into the preservation of motion picture history itself.


A long-standing partnership with Martin Scorsese’s nonprofit organization, The Film Foundation, has fueled the restoration of six classic films including Luchino Visconti’s “Il Gattopardo” (“The Leopard”), and Federico Fellini’s “La Dolce Vita” since 2006. To date, Gucci has pledged a total donation of $1.5 million to the cause.


The Florentine house has injected a dose of Italian glamour to the restorations, orchestrating buzzy events around the digitally remastered flicks, and blending the luxury label with studied ease among the film festival set.


The 63rd Cannes Film Festival in May was the starry setting for the debut of the restored “Il Gattopardo.” A limo ride and a few months later, the world premiere of “La Dolce Vita” took place during Rome’s film festival.


It provided a new generation of filmgoers the opportunity to see the landmark movie on the big screen, as well as set the scene for a glittering bash in the Eternal City that saw new Hollywood — and house favorites James Franco and Eva Mendes — mingle with industry heavyweights like Scorsese, Bernardo Bertolucci and Anita Ekberg.


This year, Gucci is gearing up to introduce a new film accolade — the Gucci Award for Women — in collaboration with the Venice International Film Festival. Spotlighting female artistsfor their contributions to film, Frida Giannini will add jury president to her résumé, as she joins the festival’s advisory committee led by director Marco Mueller.


Gucci plans to award a $25,000 scholarship fund to a leading film school in the name of the honoree.

 

To date, Gucci and The Film Foundation restored John Cassavetes’ film “A Woman Under The Influence” in 2006; “Le Amiche” by Michelangelo Antonioni in 2007; “Wanda” by Barbara Loden in 2008; “Senso” by Luchino Visconti in 2009, and “Il Gattopardo” and “La Dolce Vita” last year.

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