Greece Refuses Gucci Request To Use Parthenon For Fashion Event & $2 Million Restoration

The Erechtheum, western side, Acropolis, Athens, Greece. Courtesy ©Wikimedia Commons

Greece's culture ministry rejected a request by luxury brand Gucci to use the ancient Acropolis for a fashion event in June. 

The Acropolis is a World Heritage Site as listed by UNESCO, the United Nations cultural organization. Regarding the Italian luxury house’s request, Greece’s Central Archaeological Council (KAS) stated: “The unique cultural character of the Acropolis monuments is inconsistent with this sort of event.”

“The Parthenon is an important monument and a universal symbol for us Greeks to protect, particularly in light of our ongoing efforts to reunite the Parthenon Marbles,” said Greek Culture Minister Lydia Koniordou regarding the ruling.

“We have a duty to defend the importance of [the Acropolis]…a global symbol of democracy and freedom,” she stressed. Gucci offered  a €2 million subsidy for restoration at the site. 

With precious restoration funds in short supply, the Italians have a very different relationship with luxury fashion brands funding the restoration of important landmarks. In November 2015 Rome's Trevi Fountain reopened after a 16-month $2.2 million restoration. 

“It’s very emotional, especially for us Romans,” the luxury brand’s designer Silvia Venturini Fendi, told AFP at the reopening of the famous site. Fendi CEO Pietro Beccari agreed to fund the restoration as a “gesture of love” to Rome.