Gucci + La Dolce Vita = Awesomeness

02 November 2010

This is BEYOND chic: Gucci, together with Martin Scorsese’s non profit Film Foundation have just hosted the world premiere for a digitally restored version of the 1960 Italian classic film La Dolce Vita at the 5th International Rome Film Festival.

Now, think of Italian culture, and a couple of things are pretty certain to be high up on your list:

1) The iconic scene in Federico Fellini’s La Dolce Vita where Anita Ekberg splashes about in the Trevi fountain wearing a gravity defying black dress by Italian couturiers Fontana, and 2) the unabashed luxury of Gucci with their iconic GG logo and trademark fitted, sexy silhouette.

Thus, the combination of these two Italian style icons is a pretty powerful one. Gucci held a party to celebrate the launch, which Ekberg (now 79 and looking faboosh) attended as well as contemporary glamour puss Eva Mendes (in blood red Gucci) and james Franco, which took place on the rooftop of Rome’s Hotel Cavalieri.

eva mendesanita ekberg

This is, in fact, Gucci’s second brush with cinema in the last seven days after the launch of their 3D glasses last week. So is Creative Director Frida Giannini eyeing up a career in cinema a la Tom Ford? Well, no – when asked whether she might consider moving behind the camera herself, she told WWD ‘I’ll leave that to Tom’.

Chief executive officer Patrizio di Marco also revealed at the party that the project is not just a one-off event, saying ‘we’ll definitely continue the project… We’re already discussing ideas for the next film restoration with Marty.’(Marty! Love that.) But which movie will be next to receive the Gucci treatment? Any ideas? Watch this space!

- Alex Butt


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