Rod Stanley Gets Curious with Gucci
There’s a reason Gucci is on the minds of everyone in fashion: the brand is forging new ground. Their FW18 campaign is no different. “Curious Collectors” is far more than fashion films: they’re a series of documentaries that reveal an entire lifestyle around the brand that offers a window into a world that you may be shocked to learn doesn’t exist. Roderick Stanley helped create these new worlds thanks to his direction.
Roderick was on set in Austria, directing and improvising with the actors in three videos that follow collectors of butterflies, stuffed animals, painted portraits, and more. These stories draw us in closer than just how the actors are styled and the experiences that they exude; each one implies a whole lifetime, a fully realized obsession, experience far beyond the boundaries of the video.
What reveals itself in the final execution is the depth of detail that Roderick gets to. He scripted some of what we see on set in real time but also took ample time to explore and improvise. It’s that edge of curiosity, that real-time trudging forward into the unknown, that sparks on screen. We know that they’re finding the truth of these moments together, and it draws us in. And it just so happens that they’re wearing some of the most progressive fashion, with the most fully realized point of view, in the industry.
Roderick reminds us that a brand’s potential is in its totality, not just in the pieces we bring home. Roderick sells the lifestyle, proving that it is a top-down vision and not just snippets on a line sheet. And once we see that, thanks to his humanization of the experience, we’re ready to join in.