Who would have guessed that the Venice Film Festival would turn into a fashionable girl power celebration? Gucci is honoring women working in the film industry, with Salma Hayek presenting the Award for Women in Cinema. The prize, now in its second year, was founded by Gucci’s (woman) creative director, Frida Giannini, and will be presented today. In the meantime, Miu Miu is also using the film festival to promote women in film, having debuted four new shorts from female directors yesterday.
The “Women’s Tales” feature all-female casts dressed in Miu Miu, of course, and exploring various locales (like a mystery ship). The shorts do have a promotional tinge, having been commissioned partly to illustrate the relationship between the brand and its female audience. That said, with directors like Zoe Cassavetes and Giada Colagrande on board, the films are also plenty artful.
While creating stylish video content has been de rigueur in fashion for a while now, bringing on well-known directors and releasing the work at an actual film festival might be the best next step for labels to use their shorts to elevate their brands. And if those films just happen to feature all-women casts and directors, well, even better. Be sure to check out all four of the Women’s Tales on Miu Miu’s dedicated section of its site.