Gucci has unveiled a new fashion campaign, which was directed by Glen Luchford and is inspired by the bold, experimental and iconoclastic French Nouvelle Vague filmmakers of the late 50s and 60s. Gucci Dans Les Rues campaign captures the spirit of the student awakening in Paris May 1968 and features the new women’s and men’s Pre-Fall 2018 collection by Alessandro Michele.
Gucci Dans Les Rues campaign recalls the documentarist style black-and-white photography that emerged from the protests.Occupying a university campus, the students portrayed in the new campaign unite in a gesture of optimism, idealism and passion – reflecting the events of May 1968 in Paris where students marched on the Sorbonne University. A romantic rebellion at heart, the young dreamers quote verse by bohemian symbolist poet Rimbaud and come together under the banner of liberté, égalité and sexualité.
In the new campaign, models don elegant tweed jackets. Part of the Pre-Fall 2018 theme, they set a new standard for daywear dressing. For Pre-Fall 2018, Alessandro Michele explores new styles by incorporating original design elements and highlighting emblematic symbols like the GG. The pattern is displayed in technical jersey as a nod to the style popular in the 80s. The Gucci game logo is inspired by the gaming culture from the eighties with colorful arcades and coin-op game rooms.
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