"The seduction and the sensuality is always an important starting point for me in the collection."
So begins Frida Giannini, the creative director and curious mind behind Gucci, in an exclusive documentary that delves head first into the world of high-end fashion, going behind the scenes of the Italian fashion house.
The Director, from director Christina Voros and producer James Franco, debuted at the 2013 Tribeca Film Festival. It gives an intimate glimpse into how the brand's models, designs, and shows, stem from Giannini's vision to return to Gucci's Florentine roots.
The documentary follows media-shy Giannini - the woman behind every runway look, horsebit loafer, or monogrammed handbag - behind the scenes over an 18-month period.
It was Franco who first pitched the idea to Voros, after working together for a number of years on various projects for Gucci. With Franco’s indelible interest in the creative process of the high-end fashion industry (having experienced the fashion world from the inside as being a face for Gucci) coupled with Voros’ documentary background, The Director was born.
Says Voros of the moment that sparked the idea, “[James] had been at an event in Rome with Frida. Gucci and Frida helped restore a print of "La Dolce Vita," and he was at that event. He was coming to Paris to direct the first feature that I shot for him called "The Broken Tower," and he showed up on set and was like, “I think we should do a movie on Frida.”
As the wheels moved into motion, the pair were granted unprecedented access to the Italian heritage brand to explore and portray “the intricacies and inspiration behind the quietly brilliant power woman, whose own evolution as the creative force behind force the brand is as nuanced as that of the storied fashion house itself."
The newly-released, two-minute trailer (below) gives us a glimpse into Frida Giannini’s humble beginnings from her stint in the women's accessories department in 2004, to the position that would usher Gucci into a new era and for her to eventually become the creative and driving force behind one of the most powerful and influential fashion houses in the world.
Watch the official trailer below.