May 23, 2019 | By Alice Gividen
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Today, Womenâ€™s Wear Daily took years off my life with the news that David Lynch will be directing the TV campaign for Gucciâ€™s next fragrance. Iâ€™ll say it again, and maybe this time Iâ€™ll believe it: Gucci has hired the worldâ€™s most bizarre director for their eponymous new scent, tentatively set to debut this fall. A statement from Proctor & Gamble Prestige Products (Gucciâ€™s beauty licensee) reads as follows: â€œLynch was selected for his holistic ability as an artist, his professional experience and knowledge, his never-ending research for beautiful images, his use of music and his modernity.â€ Good people at Gucci, please allow me to congratulate you on your daring choice. David Lynch is brilliant (if deranged) and Iâ€™m giddy with excitement at where he chooses to take this campaign. My guess? An isolated dark place in a small town, complete with flickering lights, a tragic heroine who leads a double-life and an unsettlingly beautiful soundtrack. As for Lynchâ€™s trademark use of deformities and realistic violence, Iâ€™m guessing that Gucci will politely decline their use in perfume ads, but who really knows? With Lynch at the helm, anything can happen.
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