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Lady Gaga plays Patrizia Reggiani in "House of Gucci"
Photo:
Fabio Lovino / AP
It's about lies, intrigue and contract killing.
The blockbuster director Ridley Scott formed the film "House of Gucci" from this dark material.
Lady Gaga and Adam Driver play the leading roles, with stars like Al Pacino, Salma Hayek, Jared Leto and Jeremy Irons.
Worldwide attention is therefore certain - which is now apparently making the tills ring at the fashion company.
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Interest in the Gucci fashion brand is currently climbing new heights.
The number of queries for Gucci bags on search engines rose by 257 percent within a week.
Interest in clothing climbed 73 percent, according to an analysis by e-commerce data specialist Lovethesales.
"The figures suggest that the luxury brand can only benefit from Hollywood telling the story of the glamorous Patrizia Reggiani," concludes the Guardian.
The dark side of glamor: Reggiani hired a hit man to murder Maurizio Gucci, her ex-husband and head of the fashion company, in 1995.
For this she was sentenced to 29 years in prison and served 18 years.
Officially, Gucci and the filmmakers did not work together to promote the label's luxury products on the side.
The fashion house only made a few products and props from its archive available for the shooting and opened its flagship store in Rome for the filming, it is said.
According to the Guardian, at least two personal details indicate that the Gucci company - unlike the family - was anything but angry about the script, despite the traumatic film theme.
Actress Salma Hayek ("Frida", "Eternals") is married to François-Henri Pinault, CEO of the Gucci parent company Kering.
Her colleague Jared Leto, in turn, promotes the brand.
In the meantime, Gucci is also actively posting film photos, for example with Lady Gaga, on its social media channels.
"The film is shown from a fashion perspective, so Gucci uses it to bring in its own story, even if they weren't as much involved in the film as they could have," said Julie Zerbo of The Fashion Law Medium.
While the Gucci managers should be happy with a look at the balance sheets, the woman who is at the center of the film is causing a stir in Italy.
Patrizia Reggiani, who spent a long time in prison for the murder of her ex-husband, worries her portrayal by Lady Gaga.
Reggiani told the newspaper "La Republica" that she was "quite annoyed" that the actress did not have the "sensitivity" to meet her in person.
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