“It can go either way,” said Julie Zerbo of the industry analysis outlet the Fashion Law. “Versace wasn’t involved in Ryan Murphy’s American Crime Story, about Gianni Versace, but it was pretty obvious from the outset that Gucci wouldn’t push back because Pinault’s wife is in the movie.
“The movie leads from a fashion perspective, so Gucci is using it to inject their own narrative even if they weren’t as involved in the film as they could have been.”
While the film is not exactly the most positive portrayal of the Gucci plan, Zerbo says a little Hollywood notoriety can be good for a brand. “I would argue that The Devil Wears Prada actually elevated Anna Wintour’s persona to a mass scale,” Zerbo points out. “So many people walked away from that film knowing who she is.”
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