top of page

GUCCI FEST: What does it mean for the future of runways?

Updated: Jan 7, 2021

This year has been a time of change for fashion and runways were no exception. Instead of a Spring/Summer 2021 show, Gucci created a film festival. The main series titled, “Ouverture of Something That Never Ended” featured the world of Gucci. Every character was dressed from head to toe in seasonless Gucci. Here we will explore the highlights and takeaways from the short film series.


Combining film and fashion is not a new venture. Fashion films and digital runways have become increasingly popular. A large house like Gucci taking this route is a vital move that can influence other brands to follow in their footsteps. Many types of artists were sprinkled throughout the films. Achille Bonito Oliva, an art critic, appears in the third episode talking to Harry Styles over the phone. The artist Ariana Papademetropoulos is seen in episode 5. Throughout the series, the idea of collaboration through multiple mediums is explored.


Harry Styles, Billie Eillish, and Florence Welch were the most raved about guest appearances in the series. The comments for each film were flooded with anticipation for the appearance of their favorite singer. This brought a wave of new attention to Gucci and their youtube channel. Many claimed to have “come for Harry Styles, stayed for the beautiful clothes.” Each of these artists are known for their collaborations with Gucci but the inclusion of them in the films brought a new level of attention.


The garments featured in “Ouverture of Something That Never Ended” ranged from over the top sequin outfits to t-shirts and bell bottom jeans. The season was never specified and it is apparent that Gucci is moving away from that formula. This is a movement that has been growing over the years but we are now seeing it start to take root in well known brands.


Along with the main films, there were 15 short videos highlighting up and coming designers. Those chosen include Rui Zhou, Bianca Saunders, Mowalola, Rave Review, Stefan Cooke, Yueqi Qi and many others. Each video was completely different from the next. Featuring these designers gives them exposure and shows Gucci’s dedication to collaboration.


About the Author:

Natalie Ditsler is a 22 year old senior at the Art Institute of Austin. She will be graduating with a Bachelor in Fashion Design. She is based in Austin, Texas and has lived there her whole life. Her hobbies include exploring antique stores in small towns, improving her illustration skills, and reading an entire book in one night.


THE EDIT ADVISORY provides you with the inspiration, knowledge, and confidence to strengthen and grow your brand thoughtfully and intentionally. We keep you ahead of the rapidly evolving world of fashion with in-depth trend analysis, expertly curated consumer insight, and foresight into global patterns.

Whatever your stage, size, or aspirations, we offer customized solutions to shape the trends that grow your brand.

For more information please visit us at or email us at

  • Instagram
  • Pinterest
  • Facebook
  • Twitter
  • Tumblr Social Icon
bottom of page