After descending upon Westminster Abbey for its 2017 resort show last June, Gucci was eyeing the Acropolis in Athens for its next on-location show. The Italian brand, which has experienced stellar sales and revenue growth under the creative control of Alessandro Michele, requested a permit to stage its 2018 Resort show at the ancient Grecian site this summer, but has been turned down by Greece’s Central Archaeological Council.
Culture Minister Lydia Koniordou told state television on Tuesday that a panel of ministry experts turned down the request, adding that she was in "total agreement." Koniordou further noted, "We have a duty to defend the importance of [the Acropolis] ... a global symbol of democracy and freedom."
Requests for commercial use of ancient monuments in Greece are rarely approved. In fact, in the past the Council has denied most commercial requests for archaeological sites. According to the Associated Press, however, singer Jennifer Lopez was granted access to the Acropolis for a 2008 photo shoot. The site also featured in the 2014 film "The Two Faces of January" starring Viggo Mortensen and Kirsten Dunst.