Gucci’s Pre-Fall 2018 campaign is inspired by the French Nouvelle Vague filmmakers of the late 50s and 60s.
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Gucci’s 2018 pre-fall campaign was captured in Paris, following on from previous locations in Florence, Berlin, Tokyo and Rome. For the #GucciDansLesRues collection, Gucci is transported to 1968, the spring of student awakening in the City of Light.
Gucci’s young rebels occupy a university campus in a gesture of optimism, idealism and passion. Unafraid to express themselves, they unite in a desire to celebrate change and challenge the establishment. The campaign captured and directed by Glen Luchford, is inspired by the bold, experimental and iconoclastic French Nouvelle Vague of the late 50s and 60s, a movement that included radical filmmakers François Truffaut and Jean-Luc Godard.
The protests of 1968 began in May, when students marched on the Sorbonne University. The time was ripe for change, fuelled by the new cultural lingua franca of rock ‘n’ roll, the existential philosophy of Jean-Paul Sartre and a new politics of participatory democracy. The action of the Parisian students had a ripple effect that engaged the workers and intellectuals of the country and led to repercussions well beyond France’s borders.
Gucci’s campaign captures the spirit of that extraordinary moment. But, as well as recalling a specific time and place, there is also an allusion to the urban grittiness of the cinema of the mid-90s. Gucci’s take on youthful rebellion is at its heart romantic rather than angry – after-all, these young dreamers quote verse by bohemian symbolist poet Rimbaud and come together under the banner of Liberté, égalité, sexualité.
To find your perfect piece from the #GucciDansLesRues collection, visit Gucci on Edward Street.
190 Edward Street, Brisbane City.
