1920 fashion roared back in "The Great Gatsby"

  Big-screen adaptation of the 1925 novel by F. Scott Fitzgerald "The Great Gatsby," Baz Luhrmann is not on theater until 10 May be beat, but before the first valve flap has, he was one of the names approved in trend, fashion's most influential films of the recent past.

Already give you a wannabe West Egg near Brooks Bros. and from wearing a pink striped linen together with Jay Gatsby inspired that Leonardo DiCaprio door to the big screen. You can also bank at Tiffany & Co. on the type of pendant necklaces inlaid acorns and caps diamond and pearl Daisy Buchanan bedeck Carey Mulligan. For those looking for an immersive experience, the Plaza Hotel in New York City (where part of the film takes place) temporarily rename champagne bar in honor of Moet & Chandon and a custom "Gatsby" themed cocktail.

And these are only formal partnerships film. In the flood of other "Gatsby"-inspired products in the pipeline - smartphone covers, bags, sunglasses, tote bride dresses - and it promises to be a full on Roaring Twenties style relapse.

Luhrmann has a theory as to why "Gatsby" to swing on, as it does with the herd of fashion.

"Basically, this book is about a time when fashion itself became fashionable, as we know it today," he said. "In the 1920s, the girls ran through the streets of New York to their mothers than their underwear [while] mothers wore dresses to the ankles. This moment was the first tremor of the youth, and he was also an earthquake mode, and I think that's what people inspire.

"It was not as the" quiet years ", he added." It was called the "Roaring Twenties" and the way was roaring. I think people look at [this time] and want to scream this mode. "

It is therefore obvious that the interpretation of the tale Luhrmann has some serious Fides Faith Fashion - Costume designer Catherine Martin has worked closely with Brooks Brothers and Tiffany, mining historical archives of two marks for design inspiration screen on men's clothing and jewelry. In addition, the fashion designer Miuccia Prada has been chosen to help shape the look of the wardrobe of a woman, a collaboration that in more than 40 cocktails and evening gowns for the film, which was shot, led the Prada and Miu Miu runway collections in looking the past few decades, with retroactive at home in the 1920s effect. One of them is loaded in a scene the ultimate party dress of gold chandelier, crystal door Mulligan.

Style quotient amped-up "Gatsby" includes dandies in three-piece suits, tuxedos and jackets dressed away from the regatta, accessorized with cufflinks monogram and sticks. Accompanied by nimble you ladies in shimmering silk gowns and dripping with diamonds and pearls. This is a carnival of colors to match the time cacophonous atmosphere of adventure with irrational exuberance.

"The first thing Baz wants to know what to wear in the book, so we dissect each character," Martin, to which an award-winning designer suit Academy is also the wife of Luhrmann said. "If he wants to support images with reference to certain descriptions of contemporary references notes on what they wear."

That is, Martin said, is how Brooks Bros., founded in 1818, Tiffany, dates from 1837 became a part of the process of costume design. They were not only authentic brands at the time, but novelist F. Scott Fitzgerald was a customer at a time. What began as Martin requests for archival research over time has been fully partnerships in which the brands contributed to the costumes and accessories that happen in the film and develop later have to create their own "Gatsby" inspired the retail collections.

With all the emphasis on authenticity and historical accuracy, can the joint efforts of filmmakers with contemporary Italian designer Miuccia Prada seem a little anachronistic, but Martin said that they are looking for the designer - who was friends with Luhrmann since the age of 16 - to help create "an environment that the public know unconsciously, but separately."

Luhrmann said he and Prada have long shared the same vision: "It is the fashion and clothes I am interested to do with the story - take something old and turn it, shake it again and the original universal value pose but [also] a way in which they are received and perceived in time and over time. "

He added that collaboration enables a contextual meaning. "When we started talking about the clothes we were greeted by the fact that to be fashionable on the east coast fascinated [meant] to go to Europe all the time," he said. "And Fitzgerald himself refers to made for exotic European fashion names."