Yep, Gucci is still serving the most maximalist, fantasy-inspired looks. Proof? For their SS19 campaign, the Italian fashion house takes inspiration from the Hollywood musicals of the 40s and early 50s, celebrating the joyful theatricality of the first few years of celebrity culture.
The high-shine campaign features references to the most iconic productions from this time, including: An American in Paris, Singin’ in the Rain, and, of course, Gentlemen Prefer Blondes.
There’s a heavy dose of glitz and glam – from floor-length embellished dresses to oversized diamanté necklaces, as well as classic 40s tailoring, hats and silhouettes. Models tap dance on tables in ruby red square-toed shoes – a nod to musicals in general – but there’s also a brand new interpretation of 2018’s divisive ugly trainer trend, which you can expect to see on the street style cohorts as soon as the collection drops.
The campaign’s video further pays homage to the genre, featuring a rotation of all-singing, all-dancing models performing to Irving Berlin’s “There’s No Business Like Show Business”. Amen to that, boys and girls.