On Monday, Fiat and Gucci presented five short films promoting the Fiat 500 by Gucci model, which launched in 2011.
The latest incarnation of the Cinquecento was launched in 2007 and has since gone on to be Fiat’s hero model. In some countries, it’s the only Fiat on sale.
The films appear to be designed to boost the car’s profile further and cement it in among the fashionable crowd. Frida Giannini and Fiat invited Jefferson Hack (editor-in-chief of Dazed & Confused and Another Magazine), Chris Sweeney (film director for Nowness), Olivier Zahm (editor-in-chief of Purple), Franca Sozzani (editor-in-chief of Vogue Italia), and Alexi Tan (film director) to produce their own interpretations.
The films had their première at the Independent Ideas headquarters in Milano, in the presence of Lapo Elkann, manager of brand promotion at Fiat. Those attending the event had seats with the form of the 1957 Fiat 500, as well as a drive-in theatre setting where they could see the films from new Fiat 500 by Guccis.
VIPs included Ildo Damiano, Carlo Borromeo, Kerry Olsen, Marta Ferri, and Benedetta and Luca Antonini.
Trailers for four of the films are shown below, while the full versions can be seen at 500bygucci.com/shortvideos.
Dazed & Confused presents The Race, by Will Davidson
The Fiat 500 by Gucci, an exhilarating embodiment of Italian spirit stars in The Race, a short film exclusive to Dazed, directed by fashion photographer Will Davidson.
Purple presents Papillon Polaroid, by Olivier Zahm
Papillon Polaroid, featuring Betony Vernon, is set at the Museo Casa Mollino, Torino, former home and now museum dedicated to Italian designer and architect, Carlo Mollino. This film would create a poetic combination of three pillars of Italian design: Fiat, Gucci, and Carlo Mollino.
Nowness presents Assembly Line, by Chris Sweeney
Chris Sweeney’s film for the 500 by Gucci fuses two power houses of Italian design with a playful twist that brings the 500 to life in a completely unexpected way.
Vogue Italia presents Reverse to Perfection, by Francesco Carrozzini
Luxury restores order with the Fiat 500 by Gucci.