Initially, it was quite challenging to identify anyone present, especially considering that some of the most renowned individuals in the world were in attendance. The enormous hangar on the outskirts of Milan was shrouded in near darkness. Most people couldn’t even see their rain-soaked toes, let alone the star-studded front row.
Was that Paul Mescal, everyone’s latest crush, conversing with Julia Garner in the shadows? Or Jodie Comer, sitting alongside her stylist Elizabeth Saltzman? Could that be Jessica Chastain radiating behind her stylish sunglasses? And Kendall Jenner with her partner, rapper Bad Bunny, whispering with Vogue editor Anna Wintour?
As a phalanx of photographers, bodyguards, and publicists escorted Julia Roberts and Ryan Gosling to their seats for the Gucci show on Friday, it became evident that the brand aimed to attract the most glamorous front row at Milan Fashion Week.
Fendi welcomed several supermodels to its show. Prada had Kylie Jenner and Scarlett Johansson the day before. However, for Sabato De Sarno’s debut collection as Gucci’s new creative director, the house secured an extensive list of Hollywood elites, musicians, and upcoming stars. It’s well-known that celebrities have a tremendous influence on product sales. Additionally, the placement of these individuals in the front row can send a powerful marketing message about a brand’s creative and commercial direction, sometimes even overshadowing the clothes and accessories showcased.
What did the assembled stars have to say about Gucci’s latest era and the man behind it?
“I love Sabato — we spent several days together in the summer doing fittings together in Rome,” said Mr. Mescal, who has been seen wearing Gucci suits to public events this year. “He is so kind and so genuine. He’s the kind of protagonist you can really get behind, so of course, I wanted to show my support for him.”
Ms. Chastain, who models Gucci timepieces in ad campaigns, expressed surprise at how quickly the show came together after the original plan to showcase the collection on the streets had to be canceled due to the weather.
Most of the A-list attendees were likely drawn to the show due to their existing connections with Gucci, including Mr. Gosling, who has previously starred in campaigns for Gucci’s travel bags. Some regular Gucci front-row attendees, like Dakota Johnson and Jared Leto, were absent this season. However, Daria Werbowy, the elusive model who was recently revealed as the face of Mr. De Sarno’s first official campaign, joined the ranks as the newest celebrity attendee.
Another factor that may have influenced the celebrity turnout was François-Henri Pinault’s recent acquisition of a majority stake in CAA, one of Hollywood’s largest talent agencies. Mr. Pinault is the CEO of Kering, the group that owns Gucci, Saint Laurent, Balenciaga, and other luxury brands.
Ms. Roberts, Ms. Chastain, and Mr. Gosling are all represented by CAA, along with many others who attended the show. In a time when the entertainment and fashion industries are becoming increasingly intertwined, securing celebrity contracts could be a crucial part of Mr. Pinault’s long-term strategy for his brands.
It has been a tumultuous year for Hollywood, with strikes by actors, film and television writers disrupting shows and movies. With red carpets on hold for the foreseeable future, industry attention has turned to the front rows of fashion shows to see if celebrities are fulfilling their contractual obligations with fashion brands or forging new partnerships when there are limited opportunities for filming projects.
Not many stars were eager to discuss the strike. Ms. Chastain has been vocal in her support, even wearing a t-shirt that read “SAG-AFTRA ON STRIKE” at the Venice Film Festival last month. When asked about the subject as she left the Gucci show, she simply replied, “Gosh, I’ve already said enough on that topic, don’t you think? I wouldn’t want to distract from Sabato’s moment.”
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