On Friday, December 29th, 2023, a new chapter was written in the ongoing narrative of climate activism in Italy. A group of eco-activists from Ultima Generazione (Last Generation), a prominent Italian climate group known for its direct action tactics, scaled the platform supporting the Gucci Christmas tree in the Galleria Vittorio Emanuele II, Milan. This audacious act, resulting in the defacement of the luxury brand's festive centerpiece, ignited a firestorm of debate surrounding environmental activism, corporate social responsibility, and the effectiveness of disruptive protest methods. The incident, dubbed "Attivisti Albero Gucci" (Gucci Tree Activists) by the Italian media, raises several crucial questions about the intersection of luxury consumerism, environmental urgency, and public perception of climate protest.
The core event – the scaling of the Gucci tree and subsequent act of vandalism – was swift and decisive. Ultima Generazione, having made a name for itself through high-profile interventions targeting art and infrastructure, chose a symbolic target: a lavish Christmas tree, representing opulence and consumerism, positioned in the heart of Milan's prestigious Galleria. The activists' motivations were clear: to draw attention to the escalating climate crisis and to challenge the perceived complicity of large corporations, particularly luxury brands, in fueling unsustainable practices. By targeting Gucci, a globally recognized symbol of luxury and high fashion, they aimed to amplify their message and reach a wider audience. News outlets quickly picked up the story, disseminating the image of the defaced tree across international media platforms. Headlines such as "Ultima Generazione: Imbrattato l'albero di Gucci" (Ultima Generazione: Gucci's tree defaced), "Milano, Gucci non pulirà l'albero imbrattato da Ultima Generazione" (Milan, Gucci will not clean the tree defaced by Ultima Generazione), and "Gucci non toglierà la vernice dall’albero imbrattato" (Gucci will not remove the paint from the defaced tree) highlighted the escalating tension between the activists and the brand.
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