Luca Guadagnino's Exclusive "Chronology"

NOWNESS Premieres the Director's Cut of the Fashion Fairytale Starring Mariacarla

Luca Guadagnino knows how to work a wardrobe into a narrative—anyone who saw his feature film I Am Love, starring Tilda Swinton in a series of impeccable combinations of Jil Sander, Hermès and Fendi, can attest to that. For today’s story, NOWNESS partnered with online luxury retailer Net-a-Porter on Guadagnino’s first fashion film, Chronology. The symbolic short stars dark Italian beauty Mariacarla Boscono in highlights from the fall 2010 collections—including Miu Miu, Yves Saint Laurent, Valentino and Christopher Kane. Natalie Massenet founded Net-a-Porter in 2000, confounding critics who said that luxury clothes would never sell online. The site now sees close to three million visitors a month—mostly “time-starved women, who love newness, and are drawn to a sharp edit,” says Alison Loehnis, Net-a-Porter’s Vice President of Sales and Marketing. Chronology is styled by Cathy Edwards, and in an innovative fusion of inspiration and instant gratification, the looks seen on Boscono are available on Net-a-Porter, which is debuting a version of the film today (while NOWNESS hosts the director’s cut).  “Short film is a way to capture the imagination of our clients,” says Loehnis. Guadagnino does this and more—with its rich palettes and flashes of surrealism, Chronology ignites our desire for the textured, glamorous folds of fall. A closer encounter with the fashion in the film can be seen here.

Mariacarla wears clothes by Christopher Kane, Chloé, Miu Miu, Valentino, Yves Saint Laurent, Sigerson Morrison and Azzedine Alaïa (all available from Net-a-Porter); chandelier earrings by Alexis Bittar; young girl wears skirt and shirt by Bonpoint, velvet pumps by Gap.
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Conversations (2)

  • aph kay
    I HAVE seen this a hundrend times and still it haunts me
    • Posted By aph kay
    • September 30, 2010 at 10:06AM
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  • Rowland Scherman
    Trees move, doors move, clock moves, hawk moves. People barely move.
    • Posted By Rowland Scherman
    • September 15, 2010 at 11:50AM
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