Gucci as led by Alessandro Michele showed its cruise 2020 collection in Rome on held on Tuesday (May 28, 2019) at the Musei Capitolini, a museums designed by Michelangelo. Guests included Elton John,
Zoe Saldana, Salma Hayek, Naomi Campbell, model Mariacarla Boscono and rapper Ghali and A$AP Rocky.
The collection was underpinned by the concept of freedom, especially as the philosophy applies to women’s ability to control their fertility. Michele underscored the concept by tapping into ’70s-era style themes referencing a decade marking a turning point in women’s liberation. On social media, Michele explained, “There is a strong reference to the 1970s because in this time women, through what they wore, freed themselves of everything enforced on them from previous centuries.”
As part of collection, Gucci offerings included a t-shirt highlighting Chime, a division of the label founded in 2013 to strengthen gender equality. Designed by Italian artist MP5 (real name Alessandro Moggi ), Chime is printed on the front of the shirt while “my body my choice” is printed on the back.
The label explained the t-shirt on chime.gucci.com, where it wrote, ”
Since its founding in 2013, Chime for Change has directly supported projects for sexual and reproductive health and rights, as well as maternal health, reaching more than 154,000 girls and women globally with critical resources and services.”
Additional references to women’s reproductive freedom included a jacket embroidered with the phrase “my body my choice,” a coat detailed with “22.5.78,” the date abortion was made legal in Italy and a striking peach-colored gown detailed with a sequin uterus.
On a lighter note, the runway included the debut of Gucci-branded guitar cases.