chris cunningham gucci - chris cunningham gucci

What this video is

The Gucci Flora campaign (2008–2009) represents a pinnacle moment in the convergence of luxury fashion advertising and auteur filmmaking. Cunningham — by then a consecrated figure in music video art through his work with Aphex Twin and Björk — brought the same formal rigor and sensory intensity to a 60-second commercial that he had applied to experimental short film. The choice of Donna Summer's 'I Feel Love'…

Why it matters

This work stands as a definitive artifact of the luxury fashion film genre at its late-2000s high-water mark — demonstrating that commercial advertising, under the right directorial vision, could achieve the aesthetic and emotional register of fine-art short film. Cunningham's application of his…

The director

Chris Cunningham (born 15 October 1970, Reading, Berkshire, England) is an English video artist, music video director, and commercial filmmaker. He directed landmark videos for Aphex Twin ('Come to Daddy', 'Windowlicker'), Björk ('All Is Full of Love'), and…