September 23rd.

On the second day of Milan Fashion Week, just after 9 o'clock in the morning, a crowd began to gather in an abandoned factory in the Fleni district on the western outskirts of Milan.

Gucci's Spring/Summer 1990 womenswear show will take place at 10 o'clock.

Three months ago, Gucci's team began renovating the factory on Mestner Avenue in the eastern suburbs of Flaney, where the Gucci team was supposed to be used for the show. By the time of the opening of Fashion Week, even the Mestner Avenue outside the factory was full of posters of the Gucci brand, and all the details of the lighting, seats, catwalks and more used in the catwalk were also pursued.

At the end of the day, the show was just a big marketing campaign for Gucci, to reinvent Gucci's high-end image after years of decline. Therefore, the costumes displayed in the big show are actually secondary, as long as they are done with care, a good designer will not be able to design too failed works in any case.

The focus of the show is still behind the scenes.

In order to maximize the exposure of this big show, and to expose it positively, Gucci's marketing team has also started media PR work since a few months ago, and Daenerys Entertainment has given Gucci all the help it can to provide.

Therefore, before the show began, many top fashion magazine pages have been booked by Gucci, CNN, MTV and many TV stations in Europe, Australia and even Asia have also been invited to interview and report on the show. In MTV's footage, Natasha Kinski is going to be interviewed by French television, and so on.

In terms of models, feeling the momentum of Gucci, Dior, Chanel and other competing brands are obviously forced, in recent years, the most well-known Claudia Schiffer, Linda Ivan Golinsta and other supermodels are still absent. However, the supermodel team of this big show is still strong, and Cindy Crawford, Carla Bruni, Paulina Preskova, Stephanie Seymour, Helena Christensen and other well-known models are more than enough to support the stardom of this runway.

In addition, of course, there is the "Gucci Documentary" produced around this big show.

After the show, the documentary is expected to be released in North American theaters in November, and will also be released in Europe, Asia and other regions.

Just like Gucci Night at the Cannes Film Festival in May, Simon is still a mascot for the show.

However, Simon originally planned to take a break after finishing "Batman", and this time it was not in a hurry, not to mention that it would give Janet a reason to get rid of Cersei's capital properly. Therefore, after the big show, although there are still many things to be handled by Simon, he does not need to leave in a hurry like last time.

I played late into the night at a club in the city last night, and I still wake up early today.

Arriving on the shores of Lake Como to the eastern outskirts of Milan, everyone had breakfast together before eight o'clock, and then everyone was busy with the day. The previous rehearsal was expected to last only 15 minutes, but the work schedule could take two or three days.

Again, the kung fu is behind the scenes.

"Hi Maggie...... Yes, Jenny and I are all Gucci, and I'm already thinking about buying some other luxury brands to avoid having to wear this one brand in the future...... I owe you an accompaniment, of course I haven't forgotten. ”

......

"Gina, and Jeff, I'm glad you're here...... Since it's a baseball movie, you always have to get some training. After filming "Pink League", I guarantee that you will be promoted to an action actress...... Well, what did I just say?"

......

"Riley, you're so beautiful today...... Italian, of course, is fine, but I still prefer your English with an accent. ”

......

"Hello, Ms. Wintour...... Thanks, I think the show was great, but that's a credit to Ford, and I didn't do much. ”

......

As the catwalk approached the end, the guests temporarily gathered in the waiting area to chat with each other after taking photos at the media wall.

Sophia and Tom Ford were making final preparations at the scoreline, and Simon and Janet took on the role of hosts, shuttling through the crowd to greet everyone.

The two of them socialized in the crowd, and after a short leisure, Janet suddenly leaned into Simon's ear and whispered, "Why didn't Sandra come over this time?"

"She's working on a new film and can't spare time," Simon smiled and pasted it on the woman's face, "You want Sandy to come over?"

When Simon was in Los Angeles a few days ago, Sandra specially called him to explain the incident, and in order to broaden the acting path, Sandra took over a musical and dance film from Columbia Pictures.

Beginning with the 1978 annual box office champion "Grease", musical and dance films have been a very important category in Hollywood these years, and blockbusters abound.

Although he hadn't heard of the song and dance film called "Forbidden Dance", since Sandra wanted to try, Simon didn't dissuade him. With several blockbuster movies in a row and an Oscar nomination for Best Supporting Actress, Sandra's coffee position has been secured, and it doesn't matter if one or two works fail.

Of course, there is no need to explain these details to Janet.

Janet listened to Simon's answer and pouted, "It's good that she'll never be in front of me." ”

While they were talking, a hot Latino girl took the initiative to walk over to the two, Simon recognized it as Sabina Fureli, whom he met on his last trip to Florence, and smiled and took the initiative to greet: "Hi, Sabina, why are you here?"

Sabina Fureli had a slightly flattered expression on her face and said, "Simon, I didn't expect you to remember me, the invitation that Ms. Fercy gave me. Well, this is your girlfriend?"

"yes, Janet Johnston, Jenny, this is Sabina Fury. ”

The two women greeted each other, and Sabina Fureli talked about her recent events, having just picked up a role in Giuseppe Tornatore's new film "Family Journey", playing one of the male lead's children. The words are not without concealment, and it is Sophia who has helped a little.

After "Cinema Paradiso" won the Palme d'Or in May, replacing "Sex, Lies and Tapes" in the original time and space, Giuseppe Tornatore immediately became an Italian first-line director, not only "Cinema Paradiso" was bought by Universal Pictures at a sky-high price, but the new film project was also coaxed.

It's just that, because of a misstep in the distribution strategy, "Cinema Paradiso" did not make any waves in North America.

Daenerys Entertainment has also re-emerged as one of the producers of Tornatore's new film "Family Journey" after a lot of twists and turns, with a production budget of $3 million converted to US dollars, which is not low in Europe, and Gaomen Pictures has invested $1 million to acquire the film's omni-channel rights in North America.

At the same time, because of the failure of "Cinema Paradiso" in North America and the growing fame of Daenerys Entertainment, Gaomen Pictures also has a great say in the production of this film.

Gucci and Gordon Pictures are working on the Gucci Documentary, and Sophia is naturally in touch with Deutschman, also in Italy, and it won't be difficult to help Sabina Fureli secure a role in "Family Trip". Simon has read the script of "Family Journey", one of the male protagonist's children is a model, and Sabina Fureli's image is just right.

It's just that I don't quite understand why Sophia wants to help this woman, and the last short communication should not have reached this level of intimacy.

Approaching ten o'clock, the guests began to enter the arena and take their seats.

Despite the large number of guests, the centerpiece of the show was the new Gucci clothing on the models, so the lights in the runway were mainly focused on the catwalk. However, in order to cooperate with the filming of the documentary, the media reporters in the show no longer squatted on the catwalk in front of the guests like other catwalks of this era, but deliberately divided the media area and the guests into two parts by lengthening the catwalk.

Simon and Janet weren't going to be too much of a Gucci documentary, so they went out of their way to get a less prominent spot, and it was in the second row. The front row is basically reserved for a group of fashion celebrities and film and television celebrities who will be deliberately swept by the lights and lenses.

Ten o'clock.

The lights dimmed and the intro music played.

Sophia walked out of the backstage with a tired expression, and Jennifer, who was sitting on Simon's left, took the initiative to give up her position next to the man.

The spotlight converged on the runway exit, and Cindy Crawford, who was in charge of the opening of the show, appeared in a white dress, with a round neckline, sleeveless, open back, corset, and a knee-length dress with a clear Gucci accessory style.

To be sure, Simon was incompetent with most of the clothing styles of the era, especially the wide-shouldered suits of urban working women, which were rarely worn by the women around him when Simon resisted.

The fashion design style of this big show, because Sophia will enter the venue to discuss with Simon by phone and fax, etc., and he also unconsciously conveys some of the design styles in his memory to this side. It now seems that Tom Ford did take a number of Simon's suggestions, particularly the suggestion of adding Gucci branding elements to the design and appropriately enhancing the complexity of the fashion style, as this would be very effective in avoiding imitation.

Copycat copying of luxury brands has always been a headache for companies.

In addition, the suggestion of dividing the show into several sub-themes according to the style and color of the fashion has also been implemented, and there is no phenomenon of red and green in the blink of an eye when the black and white tones are still in black and white.

Speaking of which, Simon still did a lot of preparation.

He has basically watched the big show videos of major luxury brands in recent years.