Petra Collins Made a ‘70s-Inspired Film for Gucci’s New App

Frequent Gucci collaborator and maker of dreamy things Petra Collins just directed a new short film for the Italian fashion house to promote their new app. The short video debuts Gucci’s new DIY service, where shoppers can customize their accessories via an app.

The film is loosely based off Elton John’s wardrobe archive, which inspired a recent capsule collection created by Alessandro Michele, a noted fan of the singer’s. Collins’ film gives us a ‘70s rock star theme, with the main character dreaming of fame in silver ankle boots and a double-G tote bag.

The tool became available online this week, and it allows users to see a full 3D model of how their finished product will look. If you want to spend that Friday paycheck on an Ophidia Supreme Large Tote or an Ace sneaker customized with your initials, here’s your chance.

The new DIY app isn’t the only way Gucci’s gone high-tech lately. Their recently opened Soho store on Wooster Street features an AR experience for customers to see their looks while creating them.

It was just last weekend that the label through a blow-out party to celebrate their new store and debut Dapper Dan’s new collection. As The Cut pointed out, the soirée was reminiscent of Soho’s glory days, complete with the December 1985 Music Issue of Andy Warhol’s Interview magazine given out as party favors. Rihanna, ASAP Rocky, Jared Leto (Michele’s longtime muse), and Petra Collins were some of the celebrities in attendance.

The new Gucci store will refer to their store associates as “connectors,” one of the myriad ways in which the label seeks to offer a full gallery-like experience to shoppers, complete with video installations and pretty lighting. In an interview with Business of Fashion, Gucci chief executive Marco Bizzarri talked about the future of retail and why the idea that people no longer shop at brick-and-mortar stores is an “oversimplification.”

“The younger generation [isn’t] interested in the retail experience because the retail experience is not interesting,” Bizzari said. “It’s the idea of a candy shop. You come, you pick, you enjoy.”

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