Gucci revealed on Monday that its spring 2019 collection will be presented at Théâtre Le Palace in Paris on Sept. 24 at 9 p.m. The Italian fashion house said this is the first time the location will host a runway show.
Le Palace, located at 8 Rue du Faubourg-Montmartre, served for years as a nightclub, drawing members of the fashion and music industries as well as an underground culture.
“The Théâtre Le Palace resonates with the vision of the house as it is a venue that gave life to a (sub)culture that has inspired young generations up until today,” said a statement from Gucci.
This is a one-off show for Gucci in Paris and marks the crescendo of a three-part homage to France conceived by the Italian brand’s creative director, Alessandro Michele.
Gucci began its ode to France starting with its pre-fall advertising campaign, which harks back to that country circa 1968, when student marches and riots sparked popular rebellions against military and bureaucratic elites. Photographed and directed by Glen Luchford, it depicts Gucci-clad rebels occupying a university campus, passionately challenging the establishment and asking for change. Luchford’s black-and-white photos are inspired by the bold French Nouvelle Vague imagery of the late Fifties and Sixties and by radical filmmakers François Truffaut and Jean-Luc Godard. For the campaign, Gucci launched the hashtag #GucciDansLesRues [Gucci in the streets]. The campaign was also launched on the Gucci Art Walls in Milan, New York, London and Hong Kong.
On May 30, Gucci held its cruise show in Arles, exalting the ancient site and Roman necropolis of the Promenade Des Alyscamps.
This article originally appeared on WWD.com.