Alessandro Michele, Gucci’s creative director, has presented a three-part homage to France this year.
The Italian fashion house rounded off its tribute with its spring/summer 2019 collection show in September held at the Paris Fashion Week, instead of Milan.
For its pre-fall 2018 advertising campaign, Gucci travelled back in time to the student protests in Paris in May 1968.
Michele brought together a group of young rebellious spirits in a romanticised revolution, where they could be seen arguing about politics in student dormitories, classrooms and hallways and marching in the streets of Paris demanding “liberté, égalité and fraternité”.
Gucci’s pre-fall 2018 campaign video was directed by Glen Luchford and features the track Crispy Bacon by French electronic music producer and DJ Laurent Garnier.
The result is excitingly anarchistic, palpably youthful and stylishly disobedient.
Gucci’s last stop of its homage was to the iconic La Palace in Paris, the venue for its spring/summer 2019 show.
The theatre-turned-nightclub is known for being closely associated with fashion, music and the city’s underground culture over many years.