Greece’s Central Archaeological Council (KAS) rejected Gucci’s request to host and film a fashion show at the archaeological site of the Acropolis this summer.
“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”, KAS announced in its decision after its members met to discuss the request.
The Council’s decision will be sent to Greek Culture Minister Lydia Koniordou while, earlier, the director of the Acropolis Museum, Dimitris Pantermalis had commented that the Parthenon and the Acropolis do not need advertising.
“There is no benefit from such an event”, he added stressing that the Acropolis’ symbolism could be degraded if the site was turned into “simply a backdrop” for an event centered around a fashion runway show.
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.
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.
The final decision is left to the culture minister, following a recommendation by KAS’ board.
According to information revealed so far, the Gucci event includes the well-known fashion “runway”, a selected audience and musical accompaniment.
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