Gucci, one of the world’s leading luxury brands, is under severe criticism for defacing the Parthenon sculptures in its Instagram project “#Guccigram”, a social media campaign which invites artists to reimagine works of art by marrying them with the label’s new Gucci Blooms and Gucci Caleido prints.
The artists participating in the project were given total creative freedom and turned their hand to iconic paintings — such as Grant Wood’s American Gothic and Gustav Klimt’s The Kiss — and historical monuments — such as the Parthenon Marbles, embellishing them with Gucci fabrics and accessories.
The fashion powerhouse’s online project called for “new talents” to post “spontaneous works”, as is stated in Gucci’s instagram account.
The photos in question depict the Parthenon Marbles, which are exhibited at the British Museum, retouched by the Turkish graphic designer Derya Cakirsoy, who “accessorised” the statues with bags, sneakers, glasses and mobile phones.
The #guccigram campaign has since been made the recipient of dozens of irate comments from Greeks from all over the world, who accuse the House for lack of taste, ignorance and insensitivity.