A dark story of love and death awaits the Gucci house


Vittorio Zunino Celotto / GC Images / Getty Images

Gucci is very familiar with falling in love and falling out of love. The Italian brand’s relationship with consumers has long traced the arc of wild infatuation followed by languishing interest, before a new creative mind rekindles the romance.

In these days of confinement, Gucci doesn’t feel particularly adored. Sales in 2020 fell for the first time in half a dozen years. Consumers who just a year earlier had clamored for Gucci’s maximalist floral designs and geek chic style suddenly found the flashy look just not suited to the era of stay-at-home sweatpants or the somber aesthetic advocated by Yves Saint Laurent or Celine.

Now, an upcoming film about love, revenge and death in the “House of Gucci” promises to provide a much-needed boost in the year Gucci turns 100. The eponymous film is based on historical events and features singer Lady Gaga as Patrizia Reggiani. the abandoned ex-wife who planned the 1995 murder of her ex-spouse, family heir Maurizio Gucci, played by Adam Driver.

Luxurious life

While it’s not an uplifting story, the themes of lust, lewdness and luxury perfectly capture the industry, he said. Gachoucha Kretz, associate professor of marketing at HEC Paris business school.

“This movie release is very good for Gucci,” Kretz said. “The brand’s DNA will not be affected as it has an exceptional cast in a glamorous and elegant biopic.”

Then there are the clothes. The November 24 release date may be many months away, but movie stills are already creating quite a stir on social media. In one, Driver is sporting a cream knitted sweater while Lady Gaga dons a white fur hat, cascading necklaces over a black jumpsuit adorned with gold buttons, the ensemble broadcast to her nearly 47 million Instagram followers.

The star-studded cast also includes Oscar winners Al Pacino, Jeremy Irons and Jared Leto, who has appeared in previous Gucci campaigns.

Gucci - Catwalk - Milan Fashion Week Fall / Winter 2019/20

Consumers have long clamored for Gucci’s maximalist floral designs, but the pandemic has introduced a more subdued aesthetic.

Photographer: Pietro S. D’Aprano / Getty Images

The convergence of cinema, crime and haute couture has existed for decades. Giorgio Armani got a big boost in 1980 with “American Gigolo,” where Richard Gere’s muted color palette and soft lines gave rise to the masculine look of a generation. Gianni Versace’s murder in Florida in 1997 became “The Gianni Versace Murder: American Crime Story” and aired three years ago.

Dark life

Yves Saint Laurent’s life became two separate films in 2014 that chronicled the French designer’s rise to international stardom, as well as his struggles with a self-destructive streak and drug addiction. Despite the dark undertones, the brand’s sales nearly tripled in the next five years.

PECORELLA REGGIANI MARTINELLI

Patrizia Reggiani, left, during the 1995 Maurizio Gucci murder trial.

Photographer: Luca Bruno / AP Photo

Gucci is not directly involved in the sinister family history film, based on Bloomberg journalist Sara Forden’s book, “The House of Gucci: A Sensational Story of Murder, Insanity, Glamor and Greed.” Maurizio Gucci himself had sold his remaining interest in the brand a year and a half before his murder, for which Reggiani spent 18 years in jail.

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