Rome, Capitoline Museums half closed for a Gucci fashion show. Does the institution become merchandise?

A terse notice on the website of Rome’s Capitoline Museums warned that on Tuesday, May 28, the Palazzo Nuovo and the Tabularium (basically, half of the museums’ itinerary) would be closed to the public for an unspecified “event,” and that visitors would be able to access the museums with reduced tickets. The event was a fashion show by the house of Gucci, which transformed the ancient collections rooms of the Palazzo Nuovo into a location where the whole thing took place.

The maison ’s intent was to pay homage to Rome, and no better way was found than to have the models parade among ancient statues. “As a child,” explained Alessandro Michele, Gucci’s creative director, “I used to visit the Capitoline Museums with my father. I didn’t like fairgrounds. I’ve always been attracted to and obsessed with the ancient, and Rome remains my source of inspiration for that. I pick up the vibes even from the columns you find even in the supermarket.” Thus the project was born: “I wanted to go back to the places of my childhood by bringing my fashion there. By bringing it into places like this where it is very difficult to put on a fashion show.”

So, in the narrow halls of the Palazzo Nuovo, the audience (including celebrities such as Elton John, Renato Zero, Naomi Campbell, Matteo Renzi, and of course, the mayor Virginia Raggi was not missed) crowded next to the statues to pass the models through the aisles. Organizers let it be known that the event was aimed at supporting the restoration of the Tarpeian Rock, which will be carried out over the next two years.

There is no shortage of protests and discontent, however: Tomaso Montanari, on his Twitter profile, comments lapidarily, “I think the worst of it,” there are many users on social media who speak of a sell-out of museums to private individuals and a commodification of art, and Corriere della Sera reports that there are also discontents in the council. In particular, Gemma Guerrini, councillor for equal opportunities, is reported to have said that “this is what on our electoral program is expressly opposed and against which I campaigned. The author or authors of this initiative should be kicked out. And the mayor should take a stand.”

Pictured is a moment from Gucci’s fashion show at the Capitoline Museums.

Rome, Capitoline Museums half closed for a Gucci fashion show. Does the institution become merchandise?

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