Gucci's Frida Giannini Says She Prefers To Work Behind-The-Scenes In James Franco's Documentary, 'The Director'

22 April 2013 by

We are big fans of a fashion blockbuster (cough cough, The September Issue), and now thanks to Mr James Franco's new film we can discover what happens backstage at one of the biggest luxury labels in the world - Gucci. Forget the cornrows and metal teeth he sports in Spring Breakers, this time he is putting on his Gucci hat (and suit) for the role of producer in the Director. We now have a first look at the documentary, which debuted this weekend at the Tribeca Film Festival, in the very first trailer. 

So what can we expect from the fashion flick? In the two minute trailer we go behind the logo and see model castings, what happens backstage and creative director Frida Giannini showing off her collection to editors. Anna Wintour even makes a quick cameo with an uncharacteristic tooth-flashing smile. But it is mainly a portrait of the director, giving us a rare insight into who Frida Giannini is.

In an interview with Fashionista the film's director, Christian Voros, revealed that the 18 months of filming gave her a new appreciation for Frida Giannini. 'It’s really a portrait of Frida,' says Christina. 'One of the things that’s interesting to me about Frida is that she never wanted her own label; she’s always wanted to be a designer for a big brand, and I think that’s a specific skill set.'

In the trailer the famously private Frida opens up about her struggles with being the face of the brand, as she revealed 'At the beginning of course I felt this pressure, because I prefer to work behind the scenes. I prefer to work in my team, in my office, with the fabrics, with the colours.' The director Voros said to WWD: 'She’s a very private person, and as she says in the film, she’s happiest when she’s behind the scenes, so I think becoming a face of the brand or spokeswoman was a process for her. Even in the 18 months that I was shooting, she was sort of blossoming into that.'

So what are you waiting for? Go on, spend the next two minutes watching the trailer for the film.


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