Gucci parade moves from Athens to Florence in exchange for 2.2 million

The Italian house wanted to parade in the Parthenon but, after the rejection of Greece to its proposal, will finally do it in the Pitti Palace.

The «Gucci moment» continues and the Italian fashion brand, consecrated as an influential, innovative and avant-garde firm that has overcome a great economic and creative bump, has not collapsed after the «no» in Athens to celebrate a parade in the Parthenon. He has found an alternative in the Pitti Palace of Florence, a Renaissance jewel that belonged to the Medici and which today is a museum. At Palatina Palatina Gallery, the firm will present its 2018 cruise collection on May 29th, among works by the most important Renaissance artists in the world, such as Rafael, Botticelli and Tiziano.

Although with almost two months ahead, there is already a great expectation before the parade because the maison returns to its native place, Florence, where it was born in 1921 like a store exclusively of articles of skin. The events are expected to cross the walls of the palace and involve the whole city to celebrate a great fashion party.

The other great reason is that the Renaissance is also one of the great inspirations of Alessandro Michele, the creative director of the maison that has received the nickname of «The modern Michelangelo». A lover of chaos, eclectic, modern and romantic tastes, the Roman designer defines the Renaissance as one of his great passions, which he shares with his taste for the seventies, some details of the eighties and the inspiration of the street.

From its 2018 cruise collection is expected to reawaken that «thrill of emotion» that, according to the trade magazines, Gucci has enlivened in the fashion industry. And one of the best times to do it is with the cruise collections, thought of its origins for the millionaires who could afford to spend the winters on a cruise, and who present nowadays garments, although giving rise to a greater creativity. In the case of Michele, he is expected to present a collection that, like the previous ones signed by him, breaks the rules before just 300 people.

After Westminster Abbey in London and the Art District of New York, where Gucci celebrated its parades in previous years, the fashion house will have to pay 200,000 euros in rent of the hall for its catwalk. In addition, in exchange for opening the Pitti Palace, the firm will allocate two million euros for the restoration of the botanical heritage of the Boboli Gardens surrounding the Palace. The maison presented this project this Tuesday in Florence, called Primavera di Boboli.

All those responsible for the agreement (the executive director of Gucci, Marco Bizzarri, Uffizi director Eike Schmidt, and the mayor of Florence, Dario Nardella) have assured that works of art will not be in danger and that surveillance will still be Greater than that of a normal opening day. The parade also has the approval of the Minister of Cultural Property, Dario Franceschini, who stated, according to the newspaper Repubblica, that «fashion is also part of the cultural heritage and history of our country, where taste, elegance and Education in beauty are part of our daily lives. The relationship between fashion and art has always been very close and has frequently favored unique encounter occasions. »

One more example of the patronage projects between big fashion companies promoted by Franceschini that have led Tod’s to spend 25 million euros at the Coliseum, Fendi to pay 2.2 million for the restoration of the Fontana di Trevi and Bulgari To give 1.5 million euros to the stairs of the Plaza of Spain in Rome. Although, yes, in exchange for great tax advantages.

Source.ElPais