In the 70s, there was no life more glamorous than that of a race pilot, according to Frida Giannini. Rush tells a true story, that of a pilot during the Golden Age of Formula 1, the British world champion James Hunt, known off the circuit for having incarnated the lifestyle of an era: unbridled, savage, and sensual. For this heroic saga, Ron Howard, director of The Da Vinci Code, is seeking to revive the glamour of the savage seventies on screen. This is where the go-between of cinema and fashion comes in: Frida Giannini, cinephile and creative director for Gucci. She claims to owe much of her inspiration to this decade, taking from past collections to make up the present. For the character of James Hunt, the race for conquests attributed to him led Frida on the path of a powerful creation with animalistic sensuality, the reflection of a pilot’s personality and the aesthetic of this label founded in 1921, all imbued with seventies vibes.
Gucci and cinema? This story goes way back the 40s. More recently, the brand undertook the restoration of the mythic Federico Fellini film “La Dolce Vita”. Today, the on-screen style of James Hunt, as incarnated by Chris Hemsworth, is explosive in its sophistication; this is because the brand is the most complete key to understanding the fashion of the era. In 2000, Gucci released the perfume Rush, giving women the impertinence once conferred by a sexy and natural allure. As the director feeds her label with the Roman brand’s archives, Gucci is tactfully removing the temporal barrier and recalling all the luxurious and sensual appearance, chic and lasciviousness, audacity and freedom of this furiously stylish decade. Sporting bellbottom pants that strictly espouse the shapes of his body and a sober trench coat with an upturned collar, Chris Hemsworth is dressed by Frida Giannini: it’s a return of the perfect equation to be found by the grace of the screen.
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