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gucci pre fall campaign glen luchford alessandro michele
Gucci Pre-Fall 2018 campaignPhotography Glen Luchford. Major League Baseball trademarks and copyrights are used with permission of Major League Baseball Properties, Inc

Watch Gucci-wearing students take over a university in a new short film

Shot by Glen Luchford, the images throwback to the social revolution of Paris in the 60s

Ahead of its AW18 show – that will take place on February 21 – Gucci has dropped its pre-fall 2018 campaign. After taking us into outer space for AW17 and to Rome for Cruise 2018, the latest images reimagine the student awakening of 60s Paris. The social revolution saw the young generation rebel against traditional institutions and values – expressing their dissatisfaction through music, literature, political ideologies and activism.

Shot by long-term collaborator Glen Luchford, the images reenact the starting point of the revolution, when students marched on the Sorbonne University. In the accompanying video, a group of students – all in Gucci, naturally – are seen occupying a university campus, while having political meetings, marching in the schoolyard, and spray-painting the walls with verses by poet Rimbaud. The words Liberté, égalité, sexualité a message of love, not hate – also appear. 

After a busy year that earned it the title of hottest fashion brand of 2017, Alessandro Michele doesn’t show any signs of slowing down. Aside from the fast-approaching co-ed show, Michele recently announced that he would be designing the costumes for Elton John’s farewell tour.    

Watch the campaign video below: