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:
