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Gucci denies it offered to pay Greece €56m for Acropolis Fashion show

Italian luxury fashion house Gucci denied on Wednesday reports published in Greek media and “La Repubblica” that it offered to pay Greece’s ministry of culture 56 million euros for a fashion project on the Acropolis Hill in Athens.

“The published speculation regarding the supposed economic proposal, direct or indirect, is absolutely incorrect and without any foundation. The information reported by Repubblica.it and some other Greek websites was not verified in any way with us,” a Gucci spokesperson said.

The House did confirm a meeting with Greek authorities to discuss a “long-term cultural collaboration”.

“We confirm that a meeting took place with the Greek authorities to explore the possibility of a long-term cultural collaboration. This type of initiative is not new for our brand; in recent years Gucci has established such cultural collaborations with Palazzo Strozzi in Florence, the Mingshen Museum in Shanghai, Chatsworth House in England and LACMA in Los Angeles,” the spokesperson added, according to Athens News Agency.

Media reported on Tuesday that the luxury brand offered two million euros for a 15’ minute runway show in the area between the Erechtheion and the Parthenon and an additional 56 million for promotion and broadcasting rights.

The request for the fashion show was rejected by the Central Archaeological Council (KAS) which argued the cultural character of the Acropolis is “inconsistent” with the event.

Culture Minister Lydia Koniordou said she agreed with the Council’s decision.

Private Star TV reported on Wednesday that the two million euro would be paid over a period of five years.

The proposal divided Greeks with the majority of the public opinion to be against the idea to use the Acropolis as a stage for the Gucci fashion show – or any commercial purpose at all.

Gucci’s proposal for the fashion show included the set up of a runway in front of Parthenon, on the “Sacred Way”, seats for an audience of 300 selected guests, among them Hollywood stars and fashion editors, a huge tent next to Erechtheion for the models to change cloths, have their hair styled and make-up.

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4 comments

  1. “in recent years Gucci has established such cultural collaborations with Palazzo Strozzi in Florence”

    Gucci and the Palazzo Strozzi have one thing in common:
    they are owned by Francois Pinault, a French billionair the owner of Artemis holding (Yves Saint Laurent, Bottega Veneta, Puma, Christie’s, Château Latour, Northern Capital Life & Health etc.)

    Francois Pinault owns one of the largest collections of contemporary art worldwide. He bought the Palazzo Strozzi to display his collection.