23 Stories, an award-winning advertising unit of Condé Nast has partnered with Gucci for an original film series featuring the Italian label’s Pre-Fall 2016 collection.
The four episode series is the first branded program of its kind for the two established firms. Under the critical eye of acclaimed director Gia Coppola, the modern interpretation of classic Greek romance “The Legend of Orpheus and Eurydice” retells the Greek tragedy, set in modern day New York. French personality Lou Doillon (who also happens to be Jane Birkin’s daughter) is styled in creative director Alessandro Michele’s charming, elaborate designs, including a dramatic custom 10-foot wedding veil. Supported with original music courtesy of Devonte Hynes, the atmospheric film is 10 minutes of pure cinematic delight, and perfectly encapsulates the romance and eccentricity of the Seventies.
Marco Bizzarri, Gucci President and CEO, commented “Through the authority and reach of the six Conde Nast brands that are part of this pioneering initiative, we are able to take advantage of highly original and qualitative content to engage with a broad, but targeted audience across geographic regions and platforms in an authentic way.” Bizzarri continued, “Digital narrative – whether through film, social media or native journalism – is the way that Millennials in particular like to be engaged today. Consequently, this type of innovative approach to digital marketing will certainly play an increasingly important part of our strategy going forward.”
The full series will be available exclusively across Vogue, Vanity Fair, GQ, New Yorker, W Magazine, Pitchfork and Gucci, and will be marketed globally across leading Condé Nast digital brands.
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