“The name sounded so lovely and seductive,” says Lady Gaga right at the beginning of the film “House of Gucci”. “It was hoped that one day you could walk into one of these shops and buy the second cheapest item.”
Lady Gaga does not say these words as the singer and fashion icon Lady Gaga, but in her role as the young Italian Patrizia Reggiani, who dreams of the chance of social advancement through a good match – and she in a wild night of partying in the fashion heir Maurizio Gucci (Adam Driver) also finds. Even the scandal surrounding the contract murder that Patrizia Reggiani had carried out on her future ex-husband Maurizio could not damage the lovely and seductive sound of the brand name. That was evident when the movie’s first trailer was released in August.
Search queries rose 173 percent
On the fashion shopping platform Lyst, searches for the Gucci brand rose 173 percent. That may not just be due to the sweet sound of the word – Lady Gaga’s presence probably had a good part in the effect. Two items of clothing she wore in the trailer stuck in the minds of the audience so strongly that they immediately looked for similar models. For the dress with flared shoulders and large pink polka dots (in which she, crossing herself, assures Jared Leto of her silence: “with the father, son and the house of the Guccis”) and for the white lace dress in which she will visit the property for the first time family at a birthday party, searches went up 100 percent.
Shortly after the film premiere in late November, some heirs to the Gucci family threatened to take legal action against the work of director Ridley Scott. They would be portrayed as “flails”. And Patrizia Reggiani, who was convicted in connection with the murder of Maurizio Gucci, will be made “a victim”.
On the other hand, the fashion company keeps a low profile and only refers to the collaboration with the film production studios: “Gucci has only provided MGM and Scott Free Productions with a selection of original pieces and props from the archives of the house.” In addition, there is a shooting for a scene approved in the flagship store on Via Condotti in Rome. The fact that the brand should hardly see itself damaged by the film is already explained in the credits, where it says: “Today there is no longer a member of the Gucci family at Gucci.”
Due to mismanagement and internal power struggles, the family had hit the headlines again and again for decades. In the 1990s, Maurizio Gucci was the last member of the company to sell his shares. The brand is now part of the French luxury goods group Kering. And there you should be happy about the hype surrounding the Gucci film, after all, on the occasion of the 100th birthday, the label tried to create such an effect with pop-up stores and live shows like the last one in Los Angeles.
But it wasn’t until Gaga was wearing Gucci that searches went through the roof. The film offers fashion material for searching in every setting. The rise in status of the figure Reggiani is illustrated by ever larger earrings with thick pearls hanging from them, and ever more massive rings and gold necklaces, often worn on top of each other. Men are also not stingy with accessories: when Maurizio Gucci rides through Milan on his bike, the famous Gucci insignia and buckles adorn his belt and shoes. And Jeremy Irons, as Gucci Patriarch, launches the praises of the silk scarf.
Anyone who is now thinking about getting a luxury item will not stick to the “second cheapest item”. The focus is on longevity – the evaluations of user data also provide information about this. Gucci bags are among the most popular products both at Lyst and on the second-hand fashion platform Vestiaire Collective. At Lyst, the Diana Mini Tote with the bamboo handle, featured prominently in the film, dominates the ranking, at Vestiaire the 1955 Horsebit model, also worn in the film, with the characteristic ornamentation that is supposed to be reminiscent of horse halters. In the bags category, the second-hand platform saw a search increase of 40 percent. There one speaks quite simply of the “House of Gucci” effect.
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