Gucci is set to return to the Cannes film festival next month, once again teaming with Martin Scorsese’s Film Foundation to restore and screen a film classic. It’s the seventh time the brand has ponied up to see an old classic get polished for the silver screen. This time, the French Riviera will be treated to “Once Upon a Time in America,” Italian director Sergio Leone’s take on the New York gangster flick.
Festival-goers will have a chance to join Scorsese, Gucci creative director Frida Giannini, Vanity Fair editor Graydon Carter, and PPR chairman François-Henri Pinault at the premiere on May 18. And, naturally, the brand is throwing a huge party after the credits roll.
If the past bashes are any indication, it might be worth a yacht trip south to join the fun. In 2010, Gucci and the Film Foundation took a new print of “Il Gattopardo,” Italy’s answer to “Gone With The Wind,” to Cannes, and everyone followed Jennifer Lopez, Naomi Campbell, and all of Monaco’s Grand Prix set to the cliffside Hotel du Cap, in Cap d’Antibes, for cocktails. Last year, Gucci took a restored “La Dolce Vita” to the Tribeca Grand Hotel in New York, and if you made it through the three-hour running time, you got to party at the Boom Boom Room with Adrien Brody, Susan Sarandon, Karen Elson, and Josh Hartnett.
To fete “Once Upon a Time in America,” the crew is returning to the Hotel du Cap, which has retained the old world charm that attracted the likes of Scott and Zelda Fitzgerald in the 1920s. Have no doubt, the crowd will be as star-studded as ever. Here’s to hoping Gucci continues to be generous with its support for old movies — the company’s donated $2 million so far — as well as its support for a killer party.
Even if you can’t make it to the Riviera, there’s a consolation prize (for New Yorkers): The Film Foundation is screening Leone’s other classic, “Once Upon a Time in the West,” at Film Forum June 15.