Fiat and Gucci presented a collection of 5 short films starring the recently released limited edition “500 by Gucci” as seen through the eyes of some creatives.
Gucci creative director Frida Giannini and Fiat invited Jefferson Hack (Editor in Chief of Dazed & Confused and AnOther Magazine), Chris Sweeney (Film Director for NOWNESS), Olivier Zahm (Editor in Chief of Purple Fashion magazine), Franca Sozzani (Editor in Chief of Vogue Italy), and Alexi Tan (Film Director) to produce short films with Fiat 500 by Gucci as the inspiration.
The live screening of 5 short films about the Gucci Fiat 500 took place at the Independent Ideas headquarters in Milan and was hosted by Fiat heir Lapo Elkann – offered a drive-in inspired experience where viewers were invited to watch the films from inside the vehicles.
As the event and videos showcase, Gucci is an advocate of creative expression as well an actual art form. These videos showcase the lifestyle and detailed beauty of the vehicle, which the luxury consumer will positively respond to. Videos such as these can elicit emotion and opinion without the viewer even being aware, leaving them with a feeling of yearning and affinity for what they viewed. This is why Gucci chose successfully in launching their Fiat partnership via creative cinematography.
Click “continue” to see the 5 x beautifully crafted 500 by Gucci short films and gallery of images
The Films
Each short film represents the creator’s personal interpretation of the model.
Vogue Italy presents “Reverse to Perfection” a film by Francesco Carrozzini.
Luxury restores order with the Fiat 500 by Gucci
Dazed & Confused presents “The Race” a film by Will Davidson.
The Fiat 500 by Gucci, an exhilarating embodiment of Italian spirit stars in The Race – a short film exclusive to Dazed directed by fashion photographer Will Davidson.
Nowness presents “Assembly line” a film by Chris Sweeney.
Chris Sweeney’s film for the 500 by Gucci fuses two power houses of Italian design with a playful twist that brings the 500 to life in a completely unexpected way.
Purple presents “Papillon Polaroid” a film by Olivier Zahm.
“Papillon Polaroid”, featuring Betony Vernon, is set at the Museo Casa Mollino, Torino, former home and now museum dedicated to Italian designer and architect, Carlo Mollino. This film would create a poetic combination of three pillars of Italian design: Fiat, Gucci, and Carlo Mollino.
“Divergence” a film by Alexi Tan.
Two lovers are having a secret affair. They long to be together and at the same time they know they shouldn’t be. Just like their passionate encounters, their one of a kind cars, two Fiat 500 By Gucci also reflect the state of their relationship, moving fast apart but always finding a way to come back. She decides to leave once and for all, he makes the chase… will they return to one another one more time?
500 by Gucci vehicle – New paint job
In celebration of Gucci’s 90th anniversary last year, Fiat’s marketing team and Gucci’s Ms. Giannini joined forces to develop a new special edition version of the 500 mini to capitalize on a set of shared values between the brands. Heritage, Italian design, quality, innovation and style are important components of the vehicle.
The limited-edition version is available in black or white in convertible and sedan versions.
Both cars are garnished with Gucci’s signature green-red-green stripe which runs across the entire perimeter of the car.
Interior design details include the seats, with Gucci classic motifs such as GG and the green-red-green stripe.
The seat belts, the gear shift, the key-cover and the carpets also feature the brand’s iconic stripe sequence.
Ms. Giannini also designed a Fiat 500 by Gucci collection which includes accessories, small leather goods, apparel, eyewear and watches.
