For Pre-Fall 2018, Gucci has curated a campaign that is bold and rebellious. The campaign, shot by Glen Luchford and art directed by Christopher Simmonds, takes place in 1968 Paris, following the university campus lifestyles of young rebels with unceasing drives to express themselves.
Luchford’s photographic inspiration behind the campaign stems from the iconic French Nouvelle Vague of the late Fifties and Sixties—a movement comprised of the inspiration of rebellious filmmakers François Truffaut and Jean-Luc Godard. During the month of May 1968, radical change was occurring in Paris as students, hungry for change, marched on the Sorbonne University. This time of immense change was fueled by the fresh cultural lingual of Jean-Paul Sartre’s existential philosophy of rock ‘n’ roll and a new era of participatory democracy. The rebellious actions of Parisian students had an extraordinary influence on not only France as a whole, but also much of the world around us.
Gucci does an exceptional job with illustrating the fearless spirit of such a monumental time in history. In depicting this moment, Luchford’s artistic visions also allude stunningly to the urban-gritty cinematic nature of the mid-Nineties. Gucci’s take on this youthful rebellion is one that is focused primarily on romance rather than anger. The film teasers for the campaign are depicted though vintage grunge and black and white filters, showing student couples exchanging secret love notes during class lessons.
Hats off to Gucci for presenting a campaign that is not only visually stunning, but also has a great back story. The images and film provoke memories of past and present marches and protests. The time for reform is ever present today as it was then and The Impression appreciates Gucci keeping it in the forefront.