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Gucci celebrates 10 years of film restoration with release at Cannes Film Festival

May 6, 2015

Gucci's seventies signature handbag Gucci's seventies signature handbag


Italian fashion label Gucci has stayed true to its commitment to the arts, working with Martin Scorsese's The Film Foundation for the past 10 years, and the brand is currently celebrating this important milestone with the release of its latest project at the 68th Cannes Film Festival in Cannes, France.

The Film Foundation is dedicated to preserving and restoring historically, artistically and culturally significant films so that future generations will have the opportunity to enjoy them. Gucci’s long-term collaboration with the foundation highlights the brand’s social responsibility, which is increasingly appealing to consumers who have begun to focus more on making ethical and moral purchases.

"Gucci is one of the world's preeminent, global luxury fashion and style brands," said John Casey, senior vice president of Havas Public Relations, New York. "The brand is iconic, and similarly, The Film Foundation has restored and stylized iconic films from 17 different countries.

"The partnership is a natural fit."

Mr. Casey is not affiliated with Gucci, but agreed to comment as an industry expert.

Gucci was unable to comment directly.

Film fanatics
The most recent film that has been restored by The Film Foundation is Luchino Visconti’s "Rocco e i suoi fratelli," which was originally released in 1960. It will be presented at the Cannes Film Festival on May 17, marking the 10th year that Gucci has participated in The Film Foundation’s restoration projects.

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Gucci's handbags are popular among affluent consumers

Gucci made a multi-million dollar commitment to The Film Foundation to aid in the preservation of the artistic heritage of cinema. Over the past 10 years, Gucci and The Film Foundation have restored 10 iconic films that will now be preserved for posterity.

The films that have been restored during Gucci’s partnership with the foundation have all been historically and artistically significant and were considered cutting edge when they were originally released. They are relevant as elements of our own contemporary culture, having contributed to the development of cinema as an art form.

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Gucci has supported other artists including Lykke Li in the past

Rocco e i suoi fratelli was digitally restored by Cineteca di Bologna in association with The Film Foundation. Gucci’s generous donation helped make this possible.

Previous films that Gucci and The Film Foundation have restored include iconic titles such as "Wanda" (1970), Federico Fellini’s "La Dolce Vita" (1960) and "Rebel Without a Cause" (1955). They have also worked on two other films directed by Luchino Visconti in addition to Rocco e i suoi fratelli, namely "Senso" (1954) and "Il Gattopardo" (1963).

Participating in projects that are socially responsible and accomplish some good for others is important for brands that wish to connect with consumers on a deeper level. Millennial consumers in particular have been shown to prefer brands that foster social responsibility over those that do not.

Gucci loafers

Gucci's loathers are a work of art

Support system

Gucci has been working on this project for the past 10 years. The Italian fashion house has continued its film restoration project with The Film Foundation and Warner Bros. Entertainment, showcasing the brand’s appreciation for and support of cinematic arts.

Facilitating the restoration of director Nicholas Ray’s film Rebel Without a Cause allowed the brand to show its enthusiasts a side not based in fashion. Artistic collaborations give brands a way to connect with and change the perceptions of consumers outside their niche (see story).

Other brands have taken similar approaches to support the arts. For example, French jeweler Chaumet partnered with the Académie des César to highlight young French actors in its “Revelations” project before the winners of the 40th annual César Awards Ceremony were announced Feb. 20.

The jeweler has been the official sponsor of the Académie since 2005 and regularly hosts a special evening event to honor the nominees. The brand also hosts an exhibition of photographs of the young actors, which this year has been expanded into a short film (see story).

Gucci's partnership with The Film Foundation also gives the brand an opportunity to connect with consumers on a deeper level.

"Aficionados of diverse, foreign and intellectual films are generally luxury customers," Mr. Casey said. "The partnership allows Gucci to promote its brand among film audiences and in a way that ties the brand to the restoration projects.

"Many of Gucci's global customers have an emotional connection to these classic films," he said. "Connecting the brand to an endeavor like The Film Foundation provides Gucci the opportunity to make an emotional connection to its customers through the restored films."

Final Take

Kay Sorin, editorial assistant on Luxury Daily, New York