The release of House of Gucci’s official posters made quite a bit of noise yesterday, but now that the film’s first full-length trailer is online we’re really buzzing. Expectations for the movie were already running high, what with the steady flow of Lady Gaga and Adam Driver paparazzi images and the artfully staged meme-able moments—ahem, that pastry.
The trailer delivers the drama and plenty more, offering delights for the movie’s diverse demographics of Gaga fans, fashion fans, and fans of Adam Driver in various stages of undress. Gaga’s portrayal of Patrizia Reggiani looks like both a camp masterpiece and an earnest, almost humble interpretation of a woman on—and then well past—the verge. Driver has dialed back his sex appeal to portray Maurizio Gucci as a timid scion of the Gucci family, while Jared Leto amped up his inner ham to play Paolo Gucci, a guy who calls his purple corduroy suit “Shee-ka!” (That’s chic in Leto’s Italian-speaking-English accent.)
Many have wondered how the real Gucci family and the Gucci brand would react to director Ridley Scott’s sensationalized take on a family tragedy. Patrizia Gucci, a second cousin of the murdered Maurizio, told the Associated Press in April, “We are truly disappointed.… They are stealing the identity of a family to make a profit, to increase the income of the Hollywood system…. Our family has an identity, privacy. We can talk about everything, but there is a borderline that cannot be crossed.”
The Gucci label, now owned by Kering, has said almost nothing about the film’s imminent arrival. But friends of Gucci like Leto and Salma Hayek, the wife of Kering’s François-Henri Pinault, appear in the film, creating small bonds between the brand and the production.
It seems all but certain that the onscreen intrigue will result in increased interest in Gucci. Other content makers have been betting on the synergies between Hollywood and fashion since the beginning of the year: After Halston, Netflix partnered with the brand on a capsule, while Gossip Girl incorporates real fashion brands like Christopher John Rogers and Loewe as plot points. Pie-crust collars and sheep-patterned knits gained popularity after The Crown too. Will Gucci, the brand, find ways to capitalize on the Gucci family drama? Maybe it won’t have to be so direct: Gucci is celebrating its 200th anniversary this year with launches, activations, and celebrations around the globe. Its November 3 runway show in Los Angeles, timed with the annual LACMA gala, will anticipate the movie’s release by just two weeks. Chances are we’ll see Lady Gaga in the front row.