Gucci presented their spring/summer 2019 collection at Théâtre Le Palace in Paris on September 24 during Paris Fashion Week. This is the third instalment of a three-part campaign where Gucci’s creative director Alessandro Michele pays homage to France.
His decision to move their main show to Paris, instead of the fashion house’s Milan hub, is contextualised against its Cruise 2019 fashion show in Arles and the pre-fall advertising campaign centred on the May 1968 student protests in Paris.
Gucci is the first fashion house to host a runway show at Théâtre Le Palace, located at 8 rue du Faubourg-Montmartre. Montmartre is perhaps best known for the bohemian artists that lived in the 9th arrondissement.
From the turn of the century until the 1940s, La Palace was one of the few theatres in the vicinity that catered to Parisian bohemia.
In 1978, Fabrice Emaer turned the theatre into one of the hottest nightclubs in town. Club-goers from all walks of life could enjoy disco parties and performances.
Humble intellectuals and rich playboys from the West broke bread – and perhaps drank absinthe – here.
La Palace stood to compete against the then-nightclub Studio 54, based in Midtown Manhattan, New York.
French philosopher Roland Barthes once wrote that La Palace was a place “where scintillation, music and desire unite”.
Gucci respectfully incorporates this epic history into its homage to Paris.