Gucci Unveil Their Protest Themed 2018 Pre Fall Campaign

The days of fully fledged student protest are sadly behind us. Sorry to be the bearer of bad news, but Greenham Common and the demonstrations of 1968 are now little more than the distant memories of a bygone generation- sure, we gave it a go over tuition fees but now all we do is gatecrash university lectures to get shouted down by Jacob Rees Mogg. It’s hardly burning your underwear or chaining yourself to a military air base. With their latest 2018 Pre-Fall campaign though, Dans Les Rues, Gucci recall those halcyon days of protest, when dissent hung thick in the air and one couldn’t move for sit-ins and human chains. Here, we are transported to the City of Light during that fateful ‘May 68′, when students marched on the Sorbonne University amid nationwide strikes against capitalism and consumerism, sparking an artistic movement, captured by Gucci in the below video, that still resonates today. The campaign embodies the spirit of youthful rebellion which drove that extraordinary moment, only here, the protesters are among the most style conscious you’re ever likely to see, dressed head-to-toe in new season Gucci. Perhaps they’re angry about the credit limit they’ve just maxed out on their student loan overdraft.

Photographs and film by Glen Luchford. Major League Baseball trademarks and copyrights are used with permission of Major League Baseball Properties, Inc.

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