In a bold protest action, climate activists belonging to the group 'Last Generation' carried out a striking intervention last Friday in Milan's central Vittorio Emmanuele Gallery. The target of their demonstration was the Christmas tree installed by the prestigious luxury fashion brand Gucci, upon which they threw orange paint as a symbol of their disdain for what they consider the "complicity of multinational corporations" in environmental degradation.

Members of this group, identified as climate activists, managed to climb onto the platform where the eye-catching tree stands, composed of gift-shaped packages. From there, they threw "washable" paint on the structure before being apprehended by the police, as reported by local media.

The protest gesture was accompanied by a statement in which the activists openly denounced the "complicity of luxury multinationals." They argued that these companies allow "a small portion of the population to accumulate shameful wealth and ruthlessly abuse planetary resources." The action seeks to highlight the responsibility of large corporations in the climate crisis and their role in the excessive exploitation of natural resources.

In addition to expressing their rejection, the activists demanded the creation of a "distribution fund for climate disaster damages." This fund would aim to repair the harm suffered by Milan and other cities as a result of extreme weather events.

This is not the first time 'Last Generation' has staged protest actions in Italy. On December 7th, they threw mud at the Basilica of San Marco in Venice, and previously carried out an intervention that dyed rivers and canals fluorescent green in cities such as Rome, Milan, and Venice. These actions aim to draw attention to the urgency of addressing the climate crisis and to point out large corporations as key players in the fight for environmental sustainability.