Gucci’s “Paris 68” Campaign

In the enchanting realm of fashion, where every collection tells a story, Gucci’s Pre-Fall 2018 campaign stands out with its striking evocation of the Paris student revolt of May 1968. Directed by the talented Glen Luchford, this campaign elevates documentary black-and-white photography, an art form that emerged from the tumultuous protests of that revolutionary era.

We are transported to a vibrant Paris, where the air was filled with slogans and dreams. At the heart of this student occupation, the protagonists of Gucci’s campaign unite in a vibrant surge of optimism and utopian ideals. Their determined gazes and passionate gestures recreate the energy of the Parisian revolt that ignited the streets leading to the Sorbonne University. In this setting, each image is a window into a boiling past, where youth aspired to change the world.

Romantic revolutionaries at heart, the young idealists of the campaign whisper verses from the bohemian and symbolist poet Arthur Rimbaud, their voices resonating like echoes from the cobblestones of May 1968. Together, they embrace a new and daring motto: liberty, equality, sexuality. These words, bearers of promises and change, vibrate through each shot, reminding us that fashion can be a powerful vehicle for social messages.

The influence of the bold and iconoclastic filmmakers of the French New Wave from the 1950s and 60s is felt in every detail of the campaign. The frames are carefully composed, the lights play with shadows, and the expressions of the models tell complex and nuanced stories. Each photo is a work of art in itself, an invitation to dive into an imaginary film where rebellion and beauty intertwine.

Under the visionary artistic direction of Christopher Simmonds and the masterful creation of Alessandro Michele, Gucci manages to capture the essence of an era while reinterpreting it with dazzling modernity. The Pre-Fall 2018 campaign is not just a celebration of fashion; it is a commemoration of the revolutionary spirit, a tribute to those who dared to dream and those who continue to do so.

Through this campaign, Gucci invites us to relive a historic moment, to feel the effervescence and hope of May 1968, while admiring the timeless creativity and audacity that characterize the Italian house. A true tour de force where past and present meet harmoniously, leaving an indelible mark on the collective imagination.