Watch Petra Collins’ new 70s-inspired film for Gucci

The short video marks the launch of the Italian house’s DIY service

Ahead of its Cruise show on May 30, Gucci has launched a new project that allows its biggest fans to customise their accessories via an app. To launch the service, the Italian house has enlisted photographer Petra Collins to shoot a short video that shows off its Gucci DIY service. 

Set in a 70s-style atmosphere, the film's main protagonist dreams of being a rock star in silver ankle boots – a nod to Elton John’s wardrobe archive, that inspired a collection for the house – and carrying a double G tote bag, both customised with his initials. 

Available online from today, the dedicated tool makes it possible to see how the finished 3D products will look. Even better, Gucci’s newly-opened New York store is providing customers with an AR experience, so they can visualise their items while customising them. What better way to create your own bespoke look, and just in time for the next collection.