Baz Luhrmann’s hotly anticipated $125m cinematic version of the F Scott Fitzgerald classic The Great Gatsby premiered in New York on Wednesday. Speculation as to whether it will be a hit is rife but one thing is certain: among luxury brands, it has already struck gold.
Indeed, this cinematic extravaganza is so product-stuffed, it even puts the Bond film Skyfall, showcase for everything from Tom Ford suits to Coke Zero, in the shade. As orchestrated by production designer Catherine Martin, Gatsby features 40 bespoke Miu Miu and Prada 1920s cocktail designs – which are on travelling display at Prada’s flagship stores in New York, Tokyo and Shanghai until mid-July – each dripping with crystals, embroidery, sequins, fur and fringing. Tiffany & Co created fine jewellery for the film based on its 1920s designs, coming up with a series of headpieces, bracelets, necklaces and strings of pearls.
Leonardo DiCaprio, who plays Gatsby, sports Brooks Brothers suits; the brand created 500 day and evening looks as well as 1,700 accessories for the cast and extras, all based on its archives. Add to that legwear from Fogal of Switzerland and champagne courtesy of Moët & Chandon and the result is a new kind of product placement, one that doesn’t rely solely on obvious close-up shots of branded products but is more integral to the look of the film as a whole – and ultimately just as effective as a marketing tool.