Gucci denied fashion show on Acropolis

Greece’s Central Archaeological Council (KAS) has rejected Gucci’s request to host and film a fashion show at the archaeological site of the Acropolis this summer.


'Haute couture with the quintessence of classical antiquity as the backdrop' was the idea proposed by iconic multinational Gucci. The Italian luxury goods and fashion producer asked for a June 1, 2017 fashion show held in front of the Parthenon, the best-known monument on the Acropolis. Beyond a permit to hold the event, Gucci has also petitioned for a license to film the fashion show. The Italian company representatives spoke of a long catwalk between the Erechtheion and the north side of the Parthenon or west of the Erechtheion, a large tent set up as a dressing room and 7-8 meter-tall metal pillars for loudspeakers. The guest number would be around the 300 mark, with 10% being Greeks, 80% European and American fashion magazine editors and 10% Hollywood stars.

Gucci had proposed to offer a 2-million-euro grant for restoration works on the Acropolis Hill, or any other project the Ministry of Culture chose, for permission to stage a 15-minute show. Gucci representatives also claimed that the Acropolis Hill and Parthenon would receive great publicity since Hollywood stars and other luminaries would be among the guests.

Initial reports out of the Greek capital, however, had warned the relevant state-run antiquities ephorate (department) that oversees the specific archaeological site as being reluctant to sign-off on the Gucci request. And, indeed, KAS rejected the request.

"The particular cultural character of the Acropolis monuments is inconsistent with this event, as these are unique monuments, world heritage symbols and Unesco world heritage sites."

Speaking on public broadcaster ERT, Culture Minister Lydia Koniordou said that she agrees 100% with the KAS decision.

"The Parthenon is an important monument and universal symbol for us Greeks to protect, particularly during our continuous effort for the reunification of the Parthenon Marbles."

Director of the Acropolis Museum, Dimitris Pantermalis, said:

"The Parthenon and the Acropolis do not need advertising. There would be no benefit from such an event. The point is to not degrade the (cultural) symbol by putting up a stage there, because the main subject would be the catwalk, not the Acropolis."

The final decision is left to the culture minister, following a recommendation by KAS' board.