Gucci also taps Morgan Presley, the creator behind TikTok’s viral Gucci Model Challenge to promote the series, procured by Dazed.

Gucci is releasing a series of short films in partnership with Dazed Media.

The series, titled “AbsoluteBeginners,” invites nine friends of the brand and Dazed collaborators to direct a film each for the first time and to “celebrates the potency of pop culture and naïveté, the beauty in amateurism, and exposes the power and vulnerability of the creative impulse,” while incorporating the Gucci Jackie 1961 bag into the narrative.

The first set of five films available to watch beginning Wednesday have been created by Elle Fanning, Kelvin Harrison Jr., Jodie Turner-Smith, Benedetta Porcaroli and Emma Corrin, who plays the late Diana Spencer, Princess of Wales, in the upcoming season four of the Netflix hit show “The Crown.”

The campaign also aims to go viral on social media. Morgan Presley, the creator behind TikTok’s viral Gucci Model Challenge, will promote the series with her “#GucciAbsoluteBeginners guide to living a Gucci life” video, which follows a Gucci-fied day in her life, in her Gucci-inspired look, with audio that other TikTok creators can use to re-create their very own Gucci day.

“My film is about captivating the nature of Gucci,” said Fanning, who has been wearing Alessandro Michele’s gowns at major film festivals. “Even a dog can be hypnotized by its beauty. One night while drifting off to sleep, I thought of this western showdown between a dog and dog owner with a scoreboard keeping tallies of how Gucci always wins. Since I am an absolute beginner to directing, I wanted to make a statement with the tone. Yes, this is a fashion film, but why not tell a funny story while looking at sparkling garments?” [Source]