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A late Gucci show shouldn’t ruffle any feathers on Sept. 26 as the luxury goods house plans a preview screening of a video directed by David Lynch for its new fragrance, Gucci by Gucci, before the models strut the catwalk.
The mini film is the first TV ad campaign in Gucci’s history and celebrates the first fragrance concocted by creative director Frida Giannini.
Specially edited for the show with Blondie’s “Heart of Glass” soundtrack, it stars models Raquel Zimmerman, Natasha Poly and Freja Beha Erichsen.
“I wanted our first television campaign to have that whimsical touch from a visionary film director like David Lynch. I wanted him to capture the total essence of Gucci,” said Giannini.
The ad, filmed in Paris at the Musée National des Arts D’Afrique et D’Océanie, will air in Europe at the end of October and worldwide in early 2008.
Gucci also created a print ad campaign with the same models, shot by Inez van Lamsweerde and Vinoodh Matadin, which will appear in beauty magazines in November.
This story first appeared in the September 20, 2007 issue of WWD. Subscribe Today.