Gucci dans le Rues

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For pre-fall, the eclectic Gucci tribe, which we have followed in previous seasons from Florence and Berlin to Tokyo and Rome, moves to Paris. But in addition to a geographical relocation, there is also a temporary relocation, since we are transported to 1968, the spring of students' awakening in The City of Light. The young Gucci rebels occupy a university campus in a gesture of optimism, idealism and passion. Without fear of expressing themselves, they join with the desire to celebrate the change and challenge the established. The images, taken by Glen Luchford, are inspired by the bold, experimental and iconoclastic French Nouvelle Vague of the late fifties and sixties, a movement that included radical filmmakers François Truffaut and Jean-Luc Godard. The protests of 1968 began in May, with the departure of students at the University of La Sorbonne. It was time for change, driven by the new cultural frank language of rock 'n' roll, the existential philosophy of Jean-Paul Sartre and a new policy of participatory democracy. The action of the Parisian students had a domino effect that involved the workers and intellectuals of the country and had repercussions far beyond the borders of France. The Gucci campaign captures the spirit of that extraordinary moment. But, in addition to remembering a place and a specific moment, here also refers to the urban harshness of the cinema of the mid-nineties. However, unlike that genre, Gucci's version of the youth rebellion is in its heart more romantic than angry: after all, these young dreamers cite the verse of the Bohemian symbolist poet Rimbaud and unite under Liberté's banner, égalité, sexualité. In fact, in three movie teasers for the campaign, the student pairs exchange secret notes in class during a poetry lesson, each with a love slogan. #GucciDansLesRues Creative Director: Alessandro Michele Art Director: Christopher Simmonds Photographer and Director: Glen Luchford Hairdresser: Paul Hanlon Make up Artist: Yadim Carranza Music Crispy Bacon Artist: Laurent Garnier Compositor: Laurent Garnier (P) 1997 F Communications Courtesy of [PIAS] Publication: Basic Groove Publishing
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