Acropolis Gucci
Photo: Getty

Gucci’s request to stage a catwalk show at the ancient Acropolis has been rejected by the Greek culture ministry.

The luxury Italian label wanted to host a fashion event at the World Heritage Site this summer, but its plans have been halted. The brand presumably wanted to raise its catwalk venue bar higher than last year’s cruise show, which was held at Westminster Abbey.

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Culture Minister Lydia Koniordou said that a panel of ministry experts were in “total agreement”.

“We have a duty to defend the importance of [the Acropolis] … a global symbol of democracy and freedom,” she said.

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Acropolis Gucci
Photo: Getty

Gucci has denied reports in the Greek media that it offered government officials about $60 million (€56 million) to use the site for a series of collaborative events.

“We confirm that a meeting took place with the Greek authorities to explore the possibility of a long-term cultural collaboration,” a spokesperson for the brand told Business of Fashion. “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 published speculation regarding the supposed economic proposal, direct or indirect, is absolutely incorrect and without any foundation. The information reported by and some other Greek websites was not verified in any way with us.”

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Permission is rarely given to use the Acropolis for commercial measures, although Jennifer Lopez was allowed to use the site for a 2008 photoshoot.

Built in the second half of the fifth century BC, the Acropolis sits on a rocky hill in the basin of Athens and houses the Pantheon.

From: Harper’s BAZAAR UK