Prada on Monday announced landing what it called a leading role in Baz Luhrmann’s “The Great Gatsby,” which will feature more than 40 of its cocktail and evening dresses, in a major product placement coup for the Milan fashion house.
Topper Miuccia Prada had previously told fashion mags about her collaboration with Luhrmann and costume designer Catherine Martin on a glittery re-imagining of the femme clothing in F. Scott Fitzgerald’s jazz-age classic.
But Monday’s statement, which came with sketches of four outfits, seals the product placement deal and kicks off Prada’s promotion of Luhrmann’s 3D “Gatsby,” scheduled for U.S. release on May 10 via Warner Bros.
Prada doesn’t plan to launch an extensive media campaign around the film, in return for its appearance, but will offer up select pieces as part of its “Gatsby” inspired line in its stores, and have gowns worn in the film walk the runway of fashion shows as part of its tie-in.
“Baz and Miuccia have always connected on their shared fascination with finding modern ways of releasing classic and historical references from the shackles of the past,” the statement said.
The pair first collaborated on Leonardo DiCaprio’s chain-mail armor in “Romeo & Juliet” in 1996.
The “Gatsby” outfits are described as “shimmering silk gowns embroidered with crystals and sequins; velvets, furs and dancing fringing; flickering shades of emerald, jade, topaz and gold,” inspired by selected runway looks from the company over the last 20 years.
The piece de resistance is a crystal-laden golden party gown worn by Carey Mulligan, who plays Daisy Buchanan, in the pivotal ball sequences at Gatsby’s mansion.
Outfits from Prada’s edgier Miu Miu label also feature prominently in Luhrmann’s pic.
“Our collaboration with Prada recalls the European flair that was emerging amongst the aristocratic East Coast crowds in the 1920s” Martin said.
Last year Miu Miu forged closer film-world ties by producing “The Miu Miu Women’s Tales,” a series of shorts by Zoe Cassavetes, Lucretia Martel, Giada Colagrande and Massy Tadjedin, which bowed at the Venice Film Festival and is set to become a Lido fixture.