For the Prefall collection, the eclectic Gucci tribe moved to Paris

by team Lima Social Diary, photography by Courtesy | 16 February, 2018

#GucciDansLesRues de Paris!

After Florence, Berlin, Tokyo and Rome over the previous seasons, this geographical change is also temporal because it transports us in full May 1968, the spring of the student rebellion in the City of Light.

The Gucci rebels occupy a university campus in a movement of optimism, idealism and passion. Without fear of expressing themselves, they are united by the desire to celebrate change and challenge the establishment.

Glen Luchford’s images are inspired by the daring, experimental and iconoclastic style of the New Wave in the late ’50s and’ 60s, a movement of innovative filmmakers such as François Truffaut and Jean-Luc Godard.

Gucci’s advertising campaign captures the spirit of this extraordinary moment, but beyond a specific time and place, it also evokes the urban harshness of cinema in the mid-90s. Freedom, Equality, Sexuality. In the three teasers of the campaign, pairs of students exchange words in secret during a poetry class and wear a slogan of love.