Greed: A Indústria da Moda

The overall message of the film about the fashion industry and its cheap overseas workforce is interesting. But as a comedy it didn't work for me.

If you like Coogan you're better off rewatching some of his other films or the series with Rob Brydon.

And waiting until this hits the TV / streaming services.

What kind of film is this supposed to be? A comedy? A polemic? A social satire? An expose? It seems to be trying to be all of these simultaneously - and the result is something of a mess.

Steve Coogan is good as a loathsome tycoon who doesn't care who he tramples underfoot as he amasses his fortune. David Mitchell is also good as his bumbling would-be biographer; and the preparations for Coogan's hedonistic birthday bash contain some fine comedy.

But the film also wants to condemn the way the fashion industry is built on the exploitation of workers in Sri Lanka and elsewhere (and everyone who has ever bought clothes in their local High St is complicit in this exploitation). This is a theme worthy of treatment, but to attempt to splice it with the comedic strand of the film jars dreadfully.

The plight of refugees crossing the Mediterranean is also touched upon. Again, this is something we should all be concerned about, but it can hardly be blamed on retail fashion moguls - so why try to shoehorn it into this film?

And as if there wasn't too much in the film already, we also get the filming of some sort of reality TV programme, the relationship of which to the main plot is far from clear.

They say that less is more. In the case of this film, more is less.

Winterbottom's stuff is always interesting but unfortunately this one fell at some obvious hurdles. For two thirds it was an effective satire with some good performances (Coogan, as ever, a hoot) and some funny lines but in the final furlong any semblance of subtlety was dropped for silly plot developments and cheap sentiment, bashing the audience over the head with a point that had already been well made. A shame.

It's a pity that this ends with a slide-show of factoids apparently intended to give the issues raised by the film a 'men vs women' or 'third world vs first' slant. Actually, what the all-too-true-to-life story is about is money vs no money: the fact that most of it is scooped up by a few arrogant, entitled, savvy people, and the rest of us - men as much as women, west as much as east - are at their mercy. Haven't we just recently seen the way our former public water utilities have been given the Philip Green treatment by unscrupulous capitalists, 'leveraged' for billions while our rivers are choked with sewage? And similarly, there's a moment of moral clarity about how the amoral 'Green' fails to recognise the moral freight of what he does - 'in his mind, all he does is offer a price' - but the same does not extend to some 'good guy' characters whose actions are simply indefensible.

There's a pinch of amusement here, and a peck of anger, but none of it will have any effect on the Philip Greens of this world. They are too stupid and arrogant to be hurt by satire and, whatever devastation they wreak on others, they somehow always come out on top. Realising that, you can only come away depressed.

On the Greek island of Mykonos, British billionaire and fashion retail extraordinaire Sir Richard McCreadie (Coogan, in a role loosely inspired by Sir Philip Green) prepares to celebrate his 60th birthday. While preparations for a wild extravaganza commence, McCreadie is surveyed by Nick (David Mitchell), who has been tasked with writing his biography; a project that will hopefully salvage McCreadie's soiled reputation. Winterbottom's odd comedy is a satirical effort that examines the inequality present throughout the fashion industry. While it is evident that Greed is a film with a clear message to convey, it is somewhat frustrating to see it handled in such a clumsy manner. Greed tackles a myriad of themes, including wealth inequality, the refuge crisis and the superficial nature of reality television. Scattered throughout Winterbottom's screenplay are a wide range of characters, but very few of them actually feel fully realized. Coogan's McCreadie (an all-round unlikable man) doesn't even feel like a leading character in his own film, though Coogan makes do with the material he's given. David Mitchell is a welcome presence, for sure, and his portrayal of Nick, a mild-mannered, good man observing an otherwise seedy world within which he doesn't belong, results in one of the only likable characters in the film. Much of the comedy falls flat (save for a few chuckle-worthy one liners here and there), and the climactic scene takes a bizarrely brutal turn that feels tonally out of place with the rest of the picture. Greed certainly has good intentions, but the screenplay could have done with a few extra revisions to ensure a more cohesive structure. Mitchell is the standout here, but everything else is largely forgettable.