The archive · Content & Film · Marketing decision · 2022
Gucci's Exquisite fall 2022 campaign restaged five Kubrick films for its new collection
Gucci Exquisite recreated cinematic moments from five Stanley Kubrick films, with a special grade, to tell the story of Gucci's fall 2022 collection.
Gucci
What it had to solve
Gucci's 2022 fall campaign, Gucci Exquisite, had to tell the story of the brand's new collection. The creative director chose to celebrate the connection between fashion and cinema by paying homage to the iconic work of Stanley Kubrick, with the help of renowned directors.
How it works
Gucci's 2022 fall campaign, Gucci Exquisite, paid homage to the iconic work of Stanley Kubrick with the help of renowned directors. The creative director celebrated the connection between fashion and cinema by studying and replicating cinematic moments from 2001: A Space Odyssey, The Shining, A Clockwork Orange, Eyes Wide Shut and Barry Lyndon.
The chosen scenes were not loosely referenced but restaged, with the brand's new collection placed inside them. The campaign also needed a specific colour grade to enhance the cinematic feel and recreate Kubrick's signature look — the replication went as far as the film stock's atmosphere.
The result was a campaign that presented the collection as part of cinema history, drawing on five of the most recognisable film universes of the twentieth century. The work was filed in D&AD's awards archive under visual effects, where it stands as a documented example of fashion borrowing film's visual language.
Why it lands
- Five instantly recognisable Kubrick universes give the collection a ready-made emotional and visual context without a word of explanation.
- Recreating the colour grade as well as the scenes makes the homage credible rather than costume-like.
- Positioning the collection inside cinema turns a product campaign into cultural conversation instead of a fashion shoot.
- The five-film scope lets different audiences enter through the Kubrick film they know best, widening the campaign's reach.
What it did
The campaign told the new collection's story through instantly recognisable film scenes, and the work was filed in D&AD's awards archive under visual effects as a documented fashion-cinema crossover.
What you can take
Borrow meaning from a canon the audience already knows: restaging iconic film moments gives a new product an instant emotional context and a cultural weight the campaign could not invent on its own.
Since then
Gucci Exquisite ran as the brand's fall 2022 campaign and entered D&AD's awards archive as a visual-effects reference. The defining move was dressing a new collection inside replicated Kubrick worlds rather than staging original imagery, which is what the archive entry records about the work.
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