Original subtitles

Very nice, very nice!

Please, smile girls,

sexy, serious...

That's it!

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♪Oooh oooh

♪I used not to sleep

♪Too many secrets to keep

♪Dirty Rivers running deep

♪I used not to sleep

♪Too many secrets to keep

♪Dirty rivers running deep

♪I used not to sleep But now I do♪

♪Do

♪I do

♪I do

♪I do

♪I do

- Good afternoon, Anna. - Nice to see you home.

Hello, how did you know?

How are you?

- Good afternoon, nice to see you. - Nice to see you.

I love these dresses here. Amazing!

Thank you.

- Hello, hello. - Hey!

You gonna wear one of these on Monday?

- Yeah. - Which one?

This one... This one.

It's great!

So this museum in a... What, what...

What is the building that you've...

It's an incredible building.

It actually was the building where I had the design studio there,

when I was in Florence.

- Before you moved to Rome. - Yeah, before moving to Rome,

and the building is great because it's a 15th century old building.

It's right in front of the Palazzo Vecchio of the Farnese family.

So it's a very beautiful place.

Then we refurbish it...

In fact, I was very sad when I left Florence,

to leave that building in particular,

everything started from this moment when I decided to

move the archive from Milan to there,

and then the idea of the Museo came.

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I'm always very fascinated by old objects and antiques things in general.

I love history. So that's an important point.

When I joined Gucci in 2002, I was really in love with the idea of the archive,

and working with some pieces from the archive.

I'm always curious to see, when I touch very small or very old objects,

something antique, something from 40's or 50's or 70's

and immediately understand that can work on this piece,

how I can work on this piece.

always had this far memory from Gucci, with the flora scarf,

because all the women in my family they used to wear this scarf,

and to me it was such an iconic piece,

and I thought of that moment that was really nice for me,

as a first step in the company.

To work around a new pattern that was not only

about the logo, it was not only about the gigi,

about something different it was for a long time in the archive.

But this pattern was so recognizable and so strong to me,

that I thought it was interesting to

play it in a different way, on a different pieces.

So not only on a scarf, not only on a print of a dress,

but especially on a beautiful bag.

Seven years ago I was only focusing on the collection today, of course,

I'm a person that knows, what means having a relationship with the press,

with the events, with over exposure of yourself...

You know, at the beginning of course I felt this pressure

every time we had an event and I was always suffering a lot.

Because, of course, I preferred to work behind the scenes,

I preferred to work with my team, in my office,

with the fabrics, with the colors.

And when you have to talk to the people,

when you have to, you know, like, convince the people

what you're doing and sell what you're thinking about, is always challenging.

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Good evening ladies and gentlemen.

We are here, actually, to pay a tribute to our founder,

to his vision, which is very much rooted in tradition and craftsmanship,

but was always looking towards of the future.

As Creative Director in this company, I have always believed

that one of my responsibilities was to stay true to the vision

of a man who 19 years ago

as a small Florentine art designer

has founded this company with the ambition to create something

that will last forever. This man was Guccio Gucci.

In the 70's when Gucci was only

a Florentine brand, not Italian, it was a Florentine brand...

Then with the old artists,

especially the actors that were flying for example to Rome,

in Cinecitta, to play in the movies...

I think it was probably one of the first keys of the success

of this company, because they were going to the store

in Via Condotti and they were buying, for example, a beauty case, or luggage,

or a bag, in fact, our archive Museo, is full of pictures of celebrities,

of actors in those years like 60's and 70's,

buying something in the store.

In that moment Gucci became an international brand,

because they came back with this sort of souvenir,

Italian souvenir of Gucci.

For example the famous Gucci loafer with a horse bit...

You know, it was something iconic that

everyone in the US in that moment has this moccasin,

So to me it's something that is, like, "Wow!"

it's like a marketing phenomenon, because it's not easy to repeat,

to replicate successes like this.

Then you need also to cultivate, so of course for example,

product placement in very important in movies

is something that we have done in the past and that we are still doing,

but only when you see that there is a movie,

or there is a style, there is a story,

of course an actor or an actress that are Gucci world.

It's difficult for an actor that has to play

so many different characters to define his own style,

Because it's always changing, or she's always changing on the set

for that story or for the other story.

Hey, good to see you. Hey, how are you?

All right, so, what do we do?

You're on the film set, but we are shooting sort of between takes.

- Okay. - Yeah.

So it's more, like, being yourself between two takes or

that kind of idea, so we'll see, like, lights, cranes, all sorts of cables.

- Wonder what the movie is... - It's a business movie!

- Business movie? - Blue screen.

Okay?

Fashion is always looking at movies and cinema

because it's a world of imagination,

and the fashion is about creativity,

it's about something that is in a dream,

something that is in your mind, but you cannot really touch.

So movies are always, very often talking about a dream,

something very aspirational.

How do you think I should speak about Gucci, when people ask me questions?

Because, maybe when I was younger I looked at movies and there are certain characters

that, you know, I'd see them dressed and I'd think, that's a persona I like.

When somebody wears a certain kind of clothes it's a way for them to

think about themselves in a certain way or project themselves in a certain way

or what is it that you think

people are doing when they put on a certain kind of...

I think, first of all, people, men, women,

they always want to be seductive,

for themselves, but also to attract someone else.

So, of course, talking about Gucci the seduction,

to me, and the sensuality is always an important point,

an important starting point for the collection.

The jacket looks great, just when you see it with the pants...

- It's a bit too much. - Would you have plain pants?

This is what the young men are wearing in LA?

Not in Italy.

Not in Italy, worldwide, but they will be when you...

This is what they're doing when they...

When they see you wearing it, they're all gonna wear it.

The industry of the cinema and industry of fashion was always looking for a muse.

For someone very iconic, for someone that really can represent the brand,

can represent the image of what you're doing everyday.

To me a collaboration is not only one shot, of course.

Of course, I would be more than happy to have big celebrities on red carpet,

on the Oscar night, but I much more prefer

to establish a collaboration,

to establish a friendship.

The red carpet is maybe

more important for women because they get to wear different kinds of dresses.

Men generally are wearing a black suit on the red carpet.

- This is true. - So why have men foregone

the ability to kind of be more flamboyant or colorful?

Why have men, kind of, given that up?

Because at one point, like, the court of Louis the 14th or something,

all the men are looking very colorful.

Would you ever wear a feather jacket?

But I've been trained that way.

If I was in the 1700's like...

Of course, I'd wear ruffles on my sleeves.

The casting to me is a pivotal moment in the fashion show,

because, first of all, the guys that you select or the girls that you select,

are in a way face of the brand.

Guys, guys, guys... We start to make the queue in the corridor

but be really, realy quiet. Okay? Don't talk.

We are talking about 8 minutes a show,so you need to have the perfect people

wearing your clothes, because it could be really dangerous if that doesn't happen.

I don't think we need to try anything on, he tried all the collection on, so...

Could we just take a quick Polaroid from your makeup?

Just stand over there, we'll take a photograph and you can go.

Just stand over there, we'll take a Polaroid.

- Are you working on the TV, Mark? - Yeah.

But, where?

I'm shooting two weeks in Amsterdam and two weeks in New York.

- Great! - New experience.

- Good luck. - Thank you.

Right, Jonas, just stand over there, we'll take a Polaroid.

I'm always really curious about the new faces.

You really understand immediately

if this face is saying something,

if this face can wear that suit.

If that body can suit that suit or that jacket.

Okay good. Would you stand over there, we'll take a Polaroid.

And then again, of course, the personality in how they can walk,

how they can make an interpretation of the clothes.

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Sorry, Christian, this is something...

The Ferrari Cabrio!

They are freezing.

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Tomorrow they're all going to be sick

- No, for sure. - No, they're not models.

- No models, nothing from a fashion show. - They can do what ever they want.

They can be sick.

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Today was the rehearsal ever, nothing was correct.

This chandelier wasn't correct. The music was not correct.

- And really... Two minutes. - Yeah, there's no problem.

Just two minutes.

By the time the guy comes out...

I will breath a little bit until they come back.

You are allowed.

Okay.

Today is not a good day.

Okay. Picture.

You can go there to take pictures.

Sorry, can you walk one more time, please.

Are you worried that you can slip?

- What? - Are you worried that you can...

You can slip with your shoes?

- Are you worried? Is it stopping you? - It's okay, I guess.

- It's okay? - Yeah.

Cause you don't look so comfortable...

- When you walk. - Yes.

- I will, they will... - Normally I wear sneakers.

Hey, no!

But if you decide to do this job, my dear, you have to wear also something else.

Because not everyone is showing the sneakers, you know.

- Yeah. - So, walk again.

Stronger and with energy.

You have to think that you are a Gucci boy.

You need to be very confident, very powerful, very sensual.

Okay? One more time?

You're the most beautiful man in the world.

Much better!

Great, your head always like that.

Don't be shy.

One more time.

When you turn, try to turn softly.

- Not like that, because... - Okay.

Much better.

Thank you.

- Will I come back, can I change? - Yes, you can.

Thank you.

Confident.

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So, it's like it's natural, but...

Get that in a natural shape, do you understand?

It's not an interesting competition.

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So, that's the side,that's the side, that's the side.

That's the side, that's the side.

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Make sure they look like man, not like...

Not too gay, little more masculine.

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I like this.

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Do you have the socks?

If the jeans are too... If you're wearing your own jeans

and they are too tight just put the boots outside.

Justus?

Nick?

- Yes? - Joannes?

- Here. - Mark?

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And when you turn, try to turn all of you in the same way, like this...

Like this... And then you turn like this. Okay?

Six...

Five...

Four...

Three...

Two...

One.

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Guys.

On the... You have to go...You need to be faster on the catwalk.

He's very slow, I don't know why.

And a little bit more energy.

Nick!

Nick!

Yeah, but don't...

You have to undo everything first.

Undone everything, get the boots off, take the trousers off then.

Gucci

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Yeah, it's very superb.

- That was lovely. - Thank you.

- You have a really wide Gucci collection. - Thanks a lot, I'm very happy.

When we talk about emerging countries sometimes without understanding,

it's not emerging, it's already emerged.

At the beginning of my career, when we were talking about

fashion or iconic women,

you are always looking only at US and Europe.

Sometimes you are recalling another part of the world.

In a way we were all snob, no?

♪

Older world is changing because it is not any more only Chinese in China,

or Korean in Korea.

They are traveling all over the world,

it's also in very tough moment of economy, like we have now in Europe,

but we are safe because the Chinese are traveling.

♪

So to me China will represent the future in a way.

♪

We'll make it close to the door. They can see us here.

- From here? - Frida standing here, people see her.

Frida and I can stay a little bit further down,

like here, so the model can do like this.

The problem is if I'm standing here you should be able to see me.

So we need to pick a point

where this guy cannot see what happens...

So the line-up

can start here.

But someone told me that I need to be careful

because not everything is so authentic and old and so...

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It's not part of the culture.

Okay.

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I love this T-shirt.

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I love the Mao in Italian?

I can buy for my father.

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No, my father is really a communist, Italian communist.

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Because of the lining, because of the metal inside, it should be original.

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- Hello. - Nice to meet you.

- Welcome. - Pleasure.

Thank you very much.

You have an incredible architecture here in Shanghai.

I was really impressed in the past two days,

walking around, because I really love this contrast of

the preservation of something that is older,

and then all these new buildings and the skyline I think it's a good contrast.

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Nothing good.

What's the funny noise?

Benny's gonna help me cause I don't speak Mandarin very well.

Does everyone here speak English?

- I think so. - Okay. All right.

Listen the objective of the next 45 minutes

is that everyone understands

what's gonna happen tomorrow night.

So if you don't understand what I'm saying

put your hand in the air.

Cause he's gonna help me. Okay?

Can we make a sharp route?

Just sharp edges?

- No sharp. No sharp. - Why not?

Just thicker and broader.

Excuse me?

I don't want a spot, I want to make it bigger, but sharp. Can you hear me?

So it doesn't matter whether you're representing

Thailand, France, events,

Public Relations, celebrities...

You're all part of the same team and you have one objective, tomorrow night.

Which is to have a very successful event.

You make it a little bit bigger.

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never think, when we start to design a collection, this for an American woman,

or this is for a Chinese or Japanese.

To me this is for the Gucci woman.

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Working for fashion today, for the fashion industry today,

you really have to look to the entire world.

So it's not any more one country, it's not any more one type of woman.

So to me it's really more in the attitude.

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I never wanted to design something for myself.

It's a different approach. I've always been...

I wanted to be a designer for a big brand,

since I was studying, since I was a teenager.

I never had the feeling of...

Yeah, I don't care at all.

I've never cared, no, because today I'm Frida Giannini of Gucci.

To those of you that had done the show in Milan...

You'll be familiar with this space,

cause we recreated, essentially, the Milan show space here.

His perfect. He's one of my models.

Hi, guys!

♪

- How are you doing? - Good! And you?

- You look amazing. - No. When did you arrive?

- This morning. - This morning?

- Yeah. - Where are you coming from now?

- Paris. - Paris?

- Can I have a picture with him? - Yep.

- Finally I have a picture with you. - There you go.

Which is not at backstage.

♪

You look at models, girls and guys together,

the guys look always like a little brother, so...

No? Because the girls are always more mature,

these guys look like kids, they are kids actually.

Because they are all stars, rock stars...

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What I like of this one in Shanghai is that

We show men and women together.

We never do usually, because, of course, you have to add it to fashion week.

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It's a good exercise for me to put the looks together.

♪

You know, actually not a good surprise for me

was that walking in the street and looking at the people,

apart of the bright colors,

I've seen not too much logo.

Four or five years ago was like, I don't know,

eighty percent logo and twenty percent leather.

Today it's completely different.

What happened in China is pretty much,

you condense a hundred years, of else where...

- Sure. - Into ten years.

So you feel it's like a little bit shocking,

but it's only natural, someone who are mining somewhere,

and, you know, farming somewhere,

and suddenly they have this new fortune and they want to

get into that lifestyle without knowing much, and it's not their fault.

But how do you see yourself, as in your life?

always loved the challenge of a big brand, of an international brand,

having this kind of an experience, I'm having today.

You know I...

I'm known that I'm still missing something in my life.

I don't know if this is a child or if this is, I don't know...

A long vacation!

- I don't know what... - Probably at the moment, a long vacation.

Probably after the long vacation I will have a baby.

How's your love life now, it's good?

It's very good!

Yes, now it's probably the best, no secret.

We are more relaxed.

Yes yes, yes.

You don't have to schedule meetings.

But it's not true, you know, we have to.

Yes, you still have to, because, you know,

you always think, okay, we can talk.

We can discuss this tonight.

Then, of course, you have other things to discuss in life.

Sometimes I'm more

stiff in this way, because after a while I need to

have a romantic dinner or to, I don't know, watch a beautiful movie,

so I don't want to talk always about Gucci and about the job.

Of course it's very rare, it's very difficult between us.

Because, we are so passionate... But it's funny because sometimes

we ask the assistants to meet each other.

So, he calls my assistant, I call his assistant to sit together,

because, of course, the two agendas are very complicated.

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Come on in, walk straight up. Straight up.

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One more. One more.

- A serious one. - A serious one.

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We were coming from a very dark moment of the fall-winter.

When I was talking about nocturnal, and dark romanticism in a way,

so this very Gothic atmosphere, the color card

which I think was great, but, you know,

going to the summer I really wanted to have something colorful, fresh,

more cleaner in the silhouette in a way,

because, also, the colors on one side

and the sharpness of the silhouette on the other hand...

And they were the key

to talk with my collaborators and to start to make a research.

And there was this very strong image of Marella Agnelli,

with this very long neck, super chic, super polished and clean.

In that moment, with that image in front, and the idea of the colors...

That's the moment that I know to start doing the collection.

Of course, everyone of us has a family and this is a job,

but to me, when you have to spend

so much time with people, because we are living together basically.

Because I spend much more time with them than with my family

or with my dearest ones, so we need to have

different things that we cannot only...

You know? Inspired.

Oh my God, how genius. You know?

All these words in the fashion world sometime are really scaring me.

I take this job very seriously, but at the same time

I think that this industry is too serious on what everyone is doing.

Some lightness is really deserved.

Most of the collaborators, they're working with me

since more than ten years, which I think is huge.

They know what I hate,

I know when I have to push them in a different direction.

They know how they can convince me

in doing something that usually I don't like to do,

but I think it's good sometimes to be forced

in doing something else because of course it's part of the nature of this job.

♪

Sometimes, especially when you're working on creative field you need to refresh

your mind somehow.

You need to do something else, to clean and to polish completely your mind,

and then you come back with a different perspective,

with different ideas, with different energy,

because it's like when you're on a same color all day

and then the day after you can understand

that this color is probably wrong, but the day after, not the same day.

♪

You have to, because of course, you can be completely absorbed.

Absorbed by your job, by your day...

Which is something that I have done in the beginning,

but it's not good for your health,

it's not good for your mind, it's not good for your job, as well.

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Since I was a child we've had a house in the country side,

I have always said, my dream,

getting older, would be to have a house on the beach, in this place.

And I have to say that

I'm very proud to be here today in this house,

because it's my paradise.

♪

I will start in the kitchen, cooking.

Coming with me?

So we can see where you can stay.

Because it's not that big, the kitchen.

No, it's not true. It's not true.

He was sleeping.

It's not true.

♪

I've seen that the strongest moment, when you start to put everything together,

is like a week before the show.

So when you start to put that jacket together with a pant,

or that dress with those shoes...

You start to define the look of the show.

Until the end you never know what is going to happen.

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- Si? - Si.

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Okay, can we see you walk with this?

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- Shapes... - In colors, now.

Love...

So there was something here interesting,

of course this is too literal and too referential to the 60's.

I don't know, some...

Yeah, that is more architectural to me, the hairstyle, modern, anything else,

When I see the clothes everything is...

It has the architectural feeling...

You know, it's like the shapes...

- It's like... - You should try few different things, no?

- Yes. - Yeah.

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Can we start with really strong little pouts?

And from there...

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Did you tell... You told your lovely secret?

No, no...

You didn't hear anything?

So you wanna be sure you show that hair, one is back...

Middle.

Straight forward.

Simple graphic.

Very beautiful, too, you know, it's like structural...

And Carmen.

It should be this kind of shine.

[speaking Italian]

I like the little girl.

The little one? Yeah.

So, what do you think about the make up?

I love them all.

So strong statement for now. Make up, no?

So I would say, Kassia hair and your makeup.

I'm sorry Carmen.

All wrong.

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I don't think that power woman needs to be necessarily hard.

You can still be very sweet, sensual, feminine.

Because, I think, that's the strongest part.

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But I really see the Gucci girl as a self-confident girl,

because a Gucci woman has to have a strong personality.

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A woman is always in evolution.

When I was a child I've seen myself becoming a mother,

with a beautiful family,

in the house, you know...

With beautiful flowers in the garden, with a dog...

I didn't expect at all a life like this.

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My biggest expectation in life was only being a designer...

I really want to work for fashion and design fashion.

So I never imagined to be, one day, a Creative Director of a company.

For Gucci, of course, first of all.

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I think it's difficult when you're a child to just imagine your live

exactly how it could be, you know, so...

I was more thinking about, yes, probably kids and dogs.

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Life surprised me, but in a positive way.

But today, of course, I'm more than happy and nothing is missing in my life, but...

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There was a moment in my life, I was probably too focused,

too much on my job.

And sometimes you really need to have something else that's balancing your life.

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A child could change your balance

it could give you a different balance.

It could be, of course, a child or something else, but you know,

I think that probably on myself I was feeling that I was missing this part.

And so we'll see, I don't know. I'll let you know.

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