NOWNESS

PREVIOUSLY ON NOWNESS

Crocodiles: Sunday

Director Sam Macon Channels the Spirit of Kenneth Anger for the Fuzz Rockers' Summery Hit

Theatre Mode

Credits

LOVE

Fiat 500 by Gucci

Director Chris Sweeney Celebrates the Italian Fashion House’s New Twist on an Automotive Icon

High heels, handbags and perfume bottles are transformed into a steering wheel, car exhaust and wheel rims by a vacuum-forming machine in director Chris Sweeney’s short for the new Fiat 500 by Gucci. Originally launched in 1957, the latest iteration of the doe-eyed classic has been specially customized by Gucci’s Creative Director Frida Giannini, who enhanced the Fiat 500’s distinguishing traits and added the fashion house’s signature detailing via a signature red-green web down the side and the unmistakable “Guccissima” leather print on the seats. Invited alongside visionaries such as Italian Vogue's Franco Sozzani and Purple’s Olivier Zahm to dream up a film celebrating the partnership between the Italian automaker and fashion house, Sweeney created a giant plastic model kit of the Fiat 500 by Gucci like the ones he used to make as a kid. “It’s an extreme, austere fashion version of Charlie and the Chocolate Factory or Wallace and Gromit, which are very playful, silly, colorful and magic,” explains Sweeney of his film. An established music video director who has made shorts for the likes of Foals, Friendly Fires and original Pop Idol Will Young, the London-based Sweeney’s graphic rhythms have been sought by luxury brand YSL, hairstyling prodigy Charlie Le Mindu and fashion titles Vogue and i-D. “The Fiat 500 is a car that everyone holds close to their hearts,” says Sweeney. “It’s an icon of design.”

(Read More)

Conversations (4)

Even though I'm sure that the purse,shoe's etc. do not go into the mechanics of an auto,I'd buy this car. Class always rises to the top !
- Posted By Mozartmike
- January 16, 2013 at 12:53PM
- Share Comment: Tweet
Wow!
- Posted By klvn
- December 19, 2012 at 2:53PM
- Share Comment: Tweet
I own the 2012 Fiat 500C Gucci in Nero. I love love my car! I was the first on the list in Palm Beach!
- Posted By Lanana
- April 20, 2012 at 4:30PM
- Share Comment: Tweet
Brilliant! The synergy of cars and fashion greatly told in this film. Cars and fashion a missing link that is a must. Like the Pierre Cardin AMC Javelin! - Deano
- Posted By mXdino
- April 13, 2012 at 8:49PM
- Share Comment: Tweet