Protest Chic: Gucci Time Travels Back to May 1968


Gucci Dans Les Rues 1968 student protest

Gucci is tapping into the global protest movements with “Gucci Dans Les Rues,” which flashes back to May 1968, when French students took to the streets in rebellion.

Its 2018 Fall/Winter campaign, #GucciDansLesRues (“Gucci in the Streets”), harkens back to the volatile period of civil unrest in France, which was marked by demonstrations and massive general strikes and the occupation of universities and factories. At the height of its fervor, it brought the entire economy of France to a virtual halt.

Gucci Dans Les Rues

The eclectic Gucci tribe are shown as “young dreamers transported to Paris in May 1968. Occupying a university campus, the students portrayed in the campaign unite in a gesture of optimism, idealism and passion—mirroring the events of May 1968 in Paris where students marched on the Sorbonne University.”

The brand’s FW18 campaign, directed by Glen Luchford, is inspired by the bold, experimental and iconoclastic French Nouvelle Vague filmmakers of the late 50s and 60s. Below, the teasers also set the mood with bored students in a classroom:

The Inspiration

Some of the photographic (and artistic) imagery for the Gucci faux youth rebellion: