Global – Gucci’s new Instagram campaign, entitled Gucci Dans Le Rues, transports viewers back to the student protests in France in 1968. Shot by British fashion photographer Glen Luchford and art directed by Christopher Simmonds, the series of spots shows models occupying a university campus ‘in a gesture of optimism, idealism and passion’.
The campaign adeptly taps into the spirit of rebellion that pervaded France during the period, mimicking the Nouvelle Vague style of film-makers like François Trouffaut and Jean-Luc Godard, known for their rejection of the literary period pieces being made in France in favour of shooting current social issues on location. Brands like Gucci and Nike, which earlier this week released its Nothing Beats a Londoner campaign, are demonstrating how to approach modern youth culture in a way that both captivates and inspires the younger generation.
Gucci Dans Le Rues continues the bold style of advertising that the brand has adopted since Alessandro Michele took over as creative director in 2015. From its #guccigram digital catalogue to the opening of the Gucci Gardens in Florence, the fashion house has demonstrated how a high-end brand can shed the traditionalism of luxury.