Activist Outcry, Bold Response, and the Nuanced Dance of Opulence In the waning days of 2023, a striking controversy unfolded, capturing public attention as Ultima Generazione activists directed their protest against Gucci’s Christmas tree within Milan’s Vittorio Emanuele II gallery. Deeming it an objectionable symbol of luxury, the activists took their stance by adorning the tree with bold strokes of orange paint. Their outcry resonated … Continue reading Brushing Against Opulence: The Gucci Tree in Milan and the Question of Protest Sense