Fashion commemorates the revolution

On the 50th anniversary of the revolutionary events of May 1968 by the French State, also the fashion labels decided to take part in this commemoration.

Inspired by the codes of protest and the wind of freedom that revolutionized the France 50 years ago, brands such as Gucci and Sonia Rykiel created a commemorative product or campaign.

Rectangular and made entirely of bull leather, “Le pavé parisien” by Sonia Rykiel, has just entered the bags line of the French house.

“Designed to storm the streets of Paris”, the bag revives, according to the brand, “the rebellious spirit that animated Sonia Rykiel in the first phase of her career”.

The Sonia Rykiel brand also has its roots in Saint-Germain-des-Prés, not far from the Sorbonne University, which at the time contributed to what was the total liberation of the woman’s body. “Le pavé parisien” is therefore a winking product with “a certain form of irony”.

In Italy, on the other hand, the campaign of the Pre-Fall 2018 collection of the Italian Gucci brand, is immersed in May 1968 following a reportage style of a group of revolted students: general assembly, protest banners, demonstrations.

In “Gucci dans le rue” there is all the samples of the practices of the typical ’68s people, except that the young protesters are branded Gucci from head to toe, embodying the expression of total creative freedom.

The May of ’68 therefore, imposes itself as an inexhaustible source of slogans and jokes to awaken a sometimes too consensual communication of the fashion industry.

Posted By

Francesca Montuschi

Trendsetter sin dai tempi dell'asilo (già allora decidevo i miei outfit). Giornalista di moda, sempre alla ricerca di nuove tendenze, ma nostalgica dell'eleganza del passato.