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The Gatsby Effect

‘Gatsby? What Gatsby?’ coos the lovely Carey Mulligan in the trailer for Baz Luhrmann‘s epic remake of F. Scott Fitzgerald‘s classic.But you would be a bit of a sap, old pal, if you didn’t know Gatsby by now.

The effect of the upcoming adaptation of Fitzgerald’s The Great Gatsby has been felt across a huge range of industries – from fashion and beauty to interior decoration, business to bartending – and is inspiring people the world over to embrace the jazz age.

The enrapturing novel has previously been adapted for both small and silver screens, as well as stage, however none have garnered the buzz surrounding Luhrmann’s project, starring Leonardo DiCaprio as the titular millionaire with Tobey Maguire, Carey Mulligan and Joel Edgertonrounding out the cast. Although the release date has been pushed back – first it was December, then March and now they’ve finally settled on May 30 (for Australia) – the third official trailer was released early this month, and it looks like it will be worth the wait. Gatsby is also the official opening film for the 2013 Cannes Film Festival.

The novel has been adapted several times before with versions including Francis Ford Coppola’s 1974 flick starring Robert Redford and Mia Farrow, and even a 2000 TV attempt with Paul Rudd as Nick Carraway, although Luhrmann’s project seems destined to be the most successful adaptation so far. This could be due to the support our Baz has razzled from Tinseltown – Jay-Z is producing the soundtrack, which includes tracks by Florence and the MachineJack White and Kanye West, whose track ‘No Church In The Wild’ featured on the mammoth first trailer.

Other celebs are getting into the spirit; model Karlie Kloss recently chopped off her locks in favour of a 20s flapper ‘do, and paraded some of the film’s decadent costumes (specially made by Luhrmann’s pal Miuccia Pradafor a Vogue Australia photo shoot. The era has also inspired the fashion pack to embrace drop waists, bejewelled headbands and embellishment, with the likes of Katy Perry and Kate Moss getting flapper fabulous.

Katy Perry goes 1920s. Source: Yahoo

Katy Perry goes 1920s. Source: Yahoo

Fashion tomes such as Harpers Bazaar, Glamour and all the Vogues have gotten behind the trend, with Gucci and Yves Saint Laurent (among countless others) creating deco-inspired lines for the runway, and Asos and Topshop covering those who don’t have a spare few grand lying around. Beauty too, is succumbing to the Gatsby effect, with dark red lips and finger curls now the hot ticket.

Gucci goes Gatsby. Source:

Gucci goes Gatsby. Source:

Pinterest is chock full of 20s-inspired pins, vintage sellers are being overwhelmed with demand for jazz age antiques, and jewellers are having to order more pearls than ever, as ladies get back in touch with classic glamour.

Arty types have also taken to Etsy to show the greatness of Gatsby, with jumpers, earrings and even stickers for your Macbook. You can ever wear your love on your sleeve – well, wrist – with this engraved bracelet.

Source: Etsy

Even interior designers are taking their cues from F. Scott – Australian House and Garden recently ran a feature inspired by the opulent art deco style of 1920s architecture.

New York luxe hotel The Plaza  has just launched an Instagram contest which gives tech-savvy participants the chance to attend the NY premiere of the film. To enter The Great Gatsby Getaway Contest, you have to take a happy snap of yourself either outside The Plaza, or with a 1920s vibe, along with #ThePlazaPremiere. Fitzgerald himself was a fan of the venue, and even set a confrontational scene from the novel in one of the rooms. The Plaza have even created a new suite dedicated to Scott and Zelda Fitzgerald, and for Christmas 2012 installed an enchanting ‘Gatsby tree’.

The Plaza's Gatsby Tree. Source: Luxury Daily

The Plaza’s Gatsby Tree. Source: Luxury Daily

The Plaza will also be getting into the Gatsby spirit by transforming its lounges with a speakeasy theme, and the hotel’s Champagne Bar will serve an exclusive cocktail called the Moët Imperial Gatsby.

This 1920s passion has also been reflected in punters’ drink choices across the world, with British bartenders recently saying the film has lead to a revival of the Bloody Mary. The classic vodka and tomato juice combo is the most popular it has been in years, as revellers attempt to replicate the 1920s speakeasy lifestyle.

So whether it’s a Gatsby cocktail, a baroque settee or a deco dress, everyone seems to be getting their Gatsby groove on. LUNA’s tip? Give the book a try before hitting the flicks, and experience Jay Gatsby’s raucous parties in your own living room.

Check out the latest trailer below – more drama, more sparkle, and more Leo. We’re excited.

 Published at LUNA Digital.

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