Gucci Dans Les Rues Shows the Power of Protest to Pre-Fall 2018 Ad Campaign
BY SHAE CRONIN
Fashion has always be attune to the undercurrent of conscious of the times. And today those times are ripe with friction, conflict, and resistance. It is as if the world is five minutes away from opening their windows and screaming out the famous line from the 1975 film classic Network, “I’m mad as hell and I’m not going to take it anymore.”
Gucci’s Alessandro Michele recognizes that moment and is embracing the power of protest for his Pre-Fall 2018 ad campaign. Knowing full well that sometimes to move forward one has to look back, Michele along with lensman Glen Luchford and art director Christopher Simmonds, have reflected on university campus protest of 1968 Paris for inspiration.
That moment was ripe with French Nouvelle Vague of the late Fifties and Sixties—a movement comprised of the inspiration of rebellious filmmakers François Truffaut and Jean-Luc Godard. During the month of May 1968, radical change was occurring in Paris as students, hungry for change, marched on the Sorbonne University. This time of immense change was fueled by the fresh cultural lingual of Jean-Paul Sartre’s existential philosophy of rock ‘n’ roll and a new era of participatory democracy. The rebellious actions of Parisian students had an extraordinary influence on not only France as a whole, but also much of the world around us.
The campaign illustrates the fearless spirit of the moment, alluding stunningly to the urban-gritty cinematic nature of the mid-Nineties. Gucci’s take on this youthful rebellion wisely focuses on romance rather than anger, building on the positive. The film teasers for the campaign are depicted though vintage grunge and black and white filters, showing student couples exchanging secret love notes during class lessons.
Hats off to Gucci for presenting a campaign that is not only visually stunning, but also has a great back story, that is meaningful for our time. The time for reform is ever present today as it was then and The Impression appreciates Gucci keeping it in the forefront. Power to the People!
Agency | Simmonds Ltd.
Creative Director | Christopher Simmonds
Photographer/Director | Glen Luchford
Hair | Paul Hanlon
Makeup | Yadim Carranza
Music | “Crispy Bacon” – Laurent Garnier
Composer | Laurent Garnier
(P) 1997 F Communications
With the courtesy of [PIAS] Publishing | Basic Groove Publishing
Photos & Film | Major League Baseball trademarks and copyrights are used with permission of Major League Baseball Properties, Inc.