|Karlie Kloss in Vogue Australia, May 2013|
|The Great Gatsby book | TGG movie remake by director Baz Luhrmann|
|Art-Deco jewelry for the movie in collaboration with Tiffany|
|costume sketches by Miuccia Prada in collaboration w/costume designer- Catherine Martin|
|Prada's Fall/Winter 2011 collection|
There are many important components that go into creating a successful period piece. Recreating the aesthetic of the time is a major part and proper costume is crucial. Luhrmann who had collaborated (Elsa Schiaparelli and Miuccia Prada: Impossible Conversations) previously with Miuccia Prada wanted her alongside with costume designer, Catherine Martin (also his wife) to co-design the Gatsby women's costumes. Prada created over 40 looks for the movie, each inspired by styles from her own Prada and Miu Miu archive. Specifically from her fall/winter 2011 collections as shown above. "The first thing Baz wants to know is what they're wearing in the book, so we dissect each character," said Martin in an interview with British Vogue. "If there are references to what they are wearing, he wants reference pictures to support the particular descriptions along with contemporaneous references." That, Martin explained, is how Brooks Bros., founded in 1818, and Tiffany, which dates to 1837, became integral to the costume design process.
You're probably wondering if the movie trailers were only released in the beginning of this month, how is it that the drop-waist flapper dresses and chin-length bob already hot trends. The Art-Deco collection of jewelry already on sale at Tiffany's? The Gatsby Collection already available on Brooks Brother's website? And beyond fashion and jewelry, there are even Gatsby themed cocktails served at New York's Plaza Hotel where part of the movie was filmed. Well, that would be the exceptional early-on PR and cross promotions between all participating parties/companies. Though early promotion may not be intentional as the film was initially scheduled to release in December 2012, it worked out advantageously. The push of Jazz Age 20's fashion simultaneously thrust into the spotlight since 2011 by designers like Prada, Louis Vuitton (pre-fall '11), Rachel Roy (pre-fall '12) among others. Talk about co-branding marketing efforts!