After a globe-trotting jaunt around Florence, Berlin, Tokyo, and Rome for previous campaigns, the Gucci tribe has hopped in their time machine and touched down in 1968-era Paris for a fashionable revolution.
In Dans Les Rues, the eclectic brand’s latest Glen Luchford-directed film, the young rebels take a cue from The Dreamers and drop into the protests that began in May, 1968 when students marched on the Sorbonne University. “The time was ripe for change, fueled by the new cultural lingua franca of rock ‘n’ roll, the existential philosophy of Jean-Paul Sartre and a new politics of participatory democracy,” Gucci’s press release explains. “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.”
They continue: “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 here to the urban grittiness of the cinema of the mid-Nineties. However, unlike that genre, 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.”
Watch it above and then join us in daydreaming about a Gucci-outfitted revolution against student loans and the athleisure clothing trend that never seems to die.
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Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer and Director: Glen Luchford
Hair: Paul Hanlon
Make-up: Yadim Carranza
Artist: Laurent Garnier
Composer: Laurent Garnier
(P) 1997 F Communications