September 23rd.
On the second day of Milan Fashion Week, just after nine o'clock in the morning, people began to gather in an abandoned factory in the Forni district of the western suburbs of Milan.
Gucci's 1990 spring and summer women's wear show will be held at ten o'clock.
Three months ago, since the abandoned factory on Mestner Avenue in the eastern suburbs of Freni was selected, Gucci's team began to renovate the factory that will be used for this big show. As of the opening of Fashion Week, even the Meisterna Avenue outside the factory is full of Gucci brand posters. All details in the factory used for catwalk shows, such as lighting, seats, and T stages, are also pursued for excellence.
In the final analysis, this show is just a grand marketing campaign for the Gucci brand, aiming to reshape the high-end image of this luxury brand after Gucci has declined for many years. Therefore, the clothes displayed in the big show are actually secondary. As long as they are done with care, an excellent designer will never be able to design a failed work.
The focus of the show is still behind the scenes.
In order to maximize the exposure of this show and the exposure of a positive image, Gucci's marketing team has also started media and public relations work a few months ago, and Daenerys Entertainment has also tried its best to provide All the help to Gucci.
Therefore, before the show started, many top fashion magazines had already been booked by Gucci. CNN, MTV and many TV stations in Europe, Australia and even Asia were also invited to interview and report on the show. For this purpose, Gucci also specially invited Celebrities from across the country and regions cooperated on camera, and Valerie Golino, who is famous in Italy, has starred in "Rain Man" and "Batman" consecutively. She will deal with local media, Madonna, Geena Davis and other Hollywood singers and stars. She will be on CNN, MTV, Natasha Kinski will be interviewed by French TV, and so on.
In terms of models, I feel the momentum of Gucci, and with the obvious efforts of competing brands such as Dior and Chanel, the most famous supermodels in recent years, such as Claudia Schiffer and Linda Evangelista, have finally emerged. Still absent. However, the supermodel team for this show is still strong, including Cindy Crawford, Carla Bruni, Paulina Preskova, Stephanie Seymour, Helena Christensen, etc. The star power of famous models is more than enough to support this catwalk.
In addition, of course there is the "Gucci Documentary" produced around this show.
After the show, the documentary is expected to be released in North American theaters in November and will also be released in theaters in Europe, Asia and other regions.
Like the Cannes Film Festival's 'Gucci Night' in May, Simon still plays the role of a mascot for this show.
However, Simon originally planned to take a break after finishing "Batman", so this time it was not a rush, not to mention that it would give Janet a legitimate reason to get rid of Cersei's capital. Therefore, after the show, although there were still many things waiting for Simon to deal with, he no longer needed to leave in a hurry like last time.
I played late at night at a club in the city last night and got up early today.
Arriving from the shores of Lake Como to the eastern suburbs of Milan, everyone had breakfast together. It was less than eight o'clock, and everyone then got involved in today's busy work. Previous rehearsals for this show were expected to last only 15 minutes, but due to various work schedules, it may take a full two or three days.
As the saying goes, the hard work is behind the scenes.
"Hi, Maggie... Yes, Jenny and I are all wearing Gucci. In order to avoid having to wear only this brand in the future, I have been considering acquiring some other luxury brands... I owe you an accompaniment, of course I didn't forget it."
…
"Gina, and Jeff, I'm glad you can come... Since it's a baseball movie, you have to get some training. After filming "The League of Legends", I guarantee you will be promoted to an action actress... Okay, I just said What happened?"
…
"Riley, you are so beautiful today... Of course Italian is fine, but I still prefer your accented English."
…
"Hello, Ms. Wintour... Thank you. I also think the show layout is great, but this is Ford's credit, and I have no contribution."
…
As the show was about to begin, all the guests gathered in the waiting area to chat with each other after taking photos at the media wall.
While Sophia and Tom Ford were making final preparations at the reception area, Simon and Janet took on the responsibility of hosts and walked through the crowd to chat with everyone.
The two of them were socializing in the crowd. During a brief leisure period, Janet suddenly leaned into Simon's ear and whispered: "Why didn't Sandra come over this time?"
"She is filming a new movie and can't spare any time." Simon smiled and placed a kiss on the woman's face, saying, "Do you want Sandy to come over?"
When Simon was still in Los Angeles a few days ago, Sandra called him specifically to explain this matter. In order to broaden her acting career, Sandra accepted a musical film from Columbia Pictures.
Starting from the annual box office champion "Grease" in 1978, musicals have been a very important category in Hollywood over the years, and there are many hot-selling works.
Although she had never heard of the musical called "Forbidden Dance", since Sandra wanted to try it, Simon did not dissuade her. With several hit movies in a row and an Oscar nomination for Best Supporting Actress, Sandra's status has been firmly established, and it doesn't matter if she fails in one or two movies.
Of course, there was no need to explain these details to Janet.
Janet curled her lips when she heard Simon's answer: "It would be best if she never appeared in front of me."
While they were chatting, a hot Latina girl walked up to the two of them. Simon recognized it as Sabina Forelli, whom he met during his last trip to Florence. He smiled and greeted them proactively: "Hi, Sabina." Bina, why are you here?"
Sabina Forelli showed a slightly flattered expression on her face and said: "Simon, I didn't expect you to remember me, the invitation letter Ms. Fessey gave me. Well, is this your girlfriend?"
"Yeah, Janet Johnston, Janet, this is Sabina Forelli."
The two women greeted each other a few words, and Sabina Forelli talked about her recent affairs. She just got a role in Giuseppe Tornatore's new film "Family Journey", playing the role of the male protagonist. One of the children. There was no concealment in his words that Sofia had some help.
After "Cinema Paradiso" replaced "Sex, Lies and Videotape" in May and won the Palme d'Or, Giuseppe Tornatore immediately became Italy's first-line director. Not only was "Cinema Paradiso" priced at a sky-high price by Universal Pictures Bought away, new film projects were also snapped up.
However, due to a mistake in its distribution strategy, "Cinema Paradiso" did not make any waves in North America.
Daenerys Entertainment also returned to being one of the producers of Tornadore's new film "Family Journey" after some twists and turns. The production budget of "Family Journey" was converted into US dollars of 3 million, which is no longer the case in Europe. At a relatively low price, Gaomen Pictures invested US$1 million to acquire the film’s omni-channel copyright in North America.
At the same time, due to the failure of "Cinema Paradiso" in North America and the growing reputation of Daenerys Entertainment, Highgate Pictures also has a great say in the production of the film.
Gucci and High Gate Pictures are cooperating on "Gucci Documentary", so Sofia naturally keeps in touch with Deutschman. Also in Italy, it is not difficult to help Sabina Forelli get a role in "Family Journey". Simon had read the script for "Family Journey". One of the protagonist's children was a model, and Sabina Forelli's image was just right.
I just don’t quite understand why Sophia wants to help this woman. The last brief interaction probably didn’t reach this level of closeness.
Near ten o'clock, the guests began to enter and take their seats.
Although a large number of guests were invited, the core of this show was still the new Gucci clothes on the models. Therefore, the lights in the show were mainly concentrated on the T stage. However, in order to cooperate with the filming of the documentary, the media reporters in the show no longer squatted on the T stage in front of the guests like other catwalks of this era. Instead, they deliberately divided the media area and the guest area into two parts by lengthening the T stage. part.
Simon and Janet did not plan to appear too much in the "Gucci Documentary", so they specifically requested a less conspicuous position, and they were in the second row. The front row is basically reserved for a group of fashion celebrities and film and television celebrities who will be specially swept by the lights and cameras.
ten o'clock.
The lights in the show dimmed and the prelude music started playing.
Sofia walked out from the backstage with a tired look, and Jennifer, who was sitting on Simon's left hand side, took the initiative to give up her seat next to the man.
The spotlight focused on the exit of the T stage. Cindy Crawford, who was responsible for the opening of this big show, appeared in front of everyone in a white dress. It had a round neck, sleeveless, backless, waist and knee-length skirt with obvious Gucci accessories style. The skirt immediately gives people a bright feeling.
To be fair, Simon was unable to accept most of the clothing styles of this era, especially the broad-shouldered suits for urban working women. Due to Simon's resistance, the women around him rarely wore such women's suits.
As for the fashion design style of this show, Sofia would come into the venue to discuss it with Simon through phone calls, faxes, etc., and he would also unknowingly convey some of the design styles in his memory here. It now seems that Tom Ford has indeed adopted a lot of Simon's suggestions, especially the suggestions of increasing the Gucci brand elements in the design and appropriately strengthening the complexity of the fashion styles, because this can be very effective in avoiding imitation.
Plagiarism and counterfeiting of luxury brands has always been a huge headache for companies.
In addition, the suggestion of dividing the show into several sub-themes according to fashion styles and tones has also been implemented, and there is no phenomenon of black and white tones turning into red and green in a blink of an eye.
Speaking of which, Simon still did a lot of preparation work.
He has basically watched all the show videos of major luxury brands in recent years.