Fiat and Gucci presented a collection of five short-films starring the 500 by Gucci. The films are a depiction of the car through the eyes of the most creative visionaries in the world. From the press release:
Gucci’ s 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.
These films were screened for the first time yesterday at the Independent Ideas headquarters in Milan. A select audience of opinion leaders and international journalists attended the screening in the presence of Lapo Elkann, heir to the Fiat establishment. Guests previewed the movies in a drive-in setup where they sat comfortably in the Fiat 500C by Gucci.
The complete movies can be seen on 500bygucci.com/shortvideos website.
Vogue Italy's editor-in-chief Franca Sozzani with Lapo Elkann.
Watch the trailers below and check out the profiles of the directors:
Co - founder of the French fashion and culture magazine Purple, Olivier Zahm is also a photographer and an art curator who has worked on exhibitions for MoMA and Centre Pompidou, among others.
Will Davidson is a New York based photographer and director who works principally in fashion but whose boundless and holistic vision permeates beyond single categorization to encompass many visual mediums including advertising, film, web 2.0, fine art and contemporary dance.
Born and raised in London, Chris Sweeney is a young director known for his stylish, visually inventive approach to filmmaking. He has acquired an exceptional reputation for his fashion and music films.
Francesco Carrozzini, born in Milan in 1982, is a photographer and director. His career as a photographer began in 2006, and in a few years he became one of the most respected young photographers in the industry. He has since contributed to Vogue, Rolling Stone, Vanity Fair, and Harper’s Bazaar, among others.
Born in Manila from Hong Kong parents, Alexi Tan is one of the most known “new generation” chinese directors. He’s shown his works in the most important festivals around the world, including Venice International Film Festival.
* Alexi Tan's movie is not available at present time.