When it came time to film the Knight-directed music video for ‘Born This Way,’ Gaga and her crew had an inkling of how important the clip would eventually become. “She wanted to create a manifesto with that video,” says Formichetti. “It’s a song about empowerment and freedom, so of course, we wanted the look to be powerful and fearless. At the same time, you want a duality, to show the darker side of the fantasy—good and evil.”
Alexander McQueen’s irreverence perfectly reflected that duality, but Formichetti wanted to honor the hallmarks of the McQueen look without pulling from the designer’s archives. After leaning into his Plato’s Atlantis spring/summer 2010 collection for the ‘Bad Romance’ video, Formichetti wanted to go in a different direction. “The spirit of McQueen inspired us, but we didn’t use his clothes,” says Formichetti. “Instead, we wanted to show the goddess look without using his clothes, the headdress, the big hair, these otherworldly silhouettes.” Named creative director of Mugler in 2010, Formichetti instead mixed custom pieces from the brand, like those towering knife platforms, with museum-worthy originals from artists like Petra Storrs. The latter made the video’s memorable stained glass dress. “Gaga has such respect for the fashion world, its creatures, and creative people in general,” says Formichetti. “So we’re always working with incredible designers, be it people we love from the past or next exciting talent.”
The video’s theatricality carried over into the real world thanks to events like the Grammys where Gaga arrived in a Hussein Chalayan egg she would later hatch out of and the Born This Way ball tour where she cycled through creative looks daily, including special piece from Versace and Moschino. A special pop-up at Barneys offered fans another way to dive into the album’s world. “It was pop culture entertainment,” says Formichetti. “We wanted to keep people excited and continuously surprised.”
The song and album became a rallying cry. For so many fans, its assertion that all people are beautiful, valuable, and essential is as powerful today as it was ten years ago. “There’s a reason why it’s still relevant,” says Formichetti. “Born This Way is a celebration of people and our differences, the importance of freedom and equality. Back then, it was still a bit taboo to speak about some of these things openly, but now if you look at what’s happened, you can see where the song has become a motto, and its message has proven so meaningful.”
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May 24, 2021 at 03:20AM
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Born This Way’s Fashion and Message Remain Powerful a Decade Later - Vogue
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