Gucci dans les rues. Political aesthetics and fashion of the message

Gucci dans les rues. Political aesthetics and fashion with a message

Gucci dans les rues, the latest advertising campaign by Alessandro Michele inspired by 1968. Exactly fifty years later.

It was May 1968 when, in France, one of the most significant movements in French contemporary history exploded. A spontaneous revolt. Young. With a social, political and philosophical nature.

The activists of the French May, did not wear Gucci clothes, but they have been a reference for entire generations. Every time you wanted to indicate a desire for rebellion and subversion. Today they return to the spotlight. In the film by Glen Luchford and in the #guccidanslesrues campaign.

Gucci dans les rues, fashion with a message continues

Not everyone likes this concept.

Aesthetics is political (ctr).

Clothes speak directly to unstable and insecure generations. Fortunately, however, many of us have understood. We like it because it makes us think. Because, among a nihilistic and not very persuasive low-cost compulsive shopping, we seem to choose a direction or an ideal.

On the other hand we know that today’s Gucci fashion is aimed at young people. It talks to them and it is focused on conquering them. This is why it uses means and methods that the new generations know better than anyone else. Those who break through dreamers who are still believers. The only ones who, although uncertainty, have not yet been disillusioned.

Fashion catches everywhere and reworks in a damn superficial, foolish manner […] irritating censors, Orthodox and well-thinkers. But it works because it puts at the center an authentically destabilizing value: fantasy. – Angelo flaccavento, Vogue Italia

Settings and atmospheres at Gucci dans les rues

2018, Paris La Sorbonne. Again, but Fifty years later. An army of Gucci-branded young men reading Arthur Rimbaud’s Eternité and revolting in the name of love.

[…]

Deformed and adapted citations.

Cinematic Narratives similar to Nouvelle Vague and Techno Music. It does not matter that the twenty-somethings of today hardly recognize the inspirations. The important thing is to shake them, hit them and foment them. Not to bend.