On the heels of the recent abortion regressions in the United States, Gucci’s Creative Director Alessandro Michele chose to make his own statement in support of women’s reproductive rights. He did that with his Cruise 2020 collection, the runway show for which took place in Rome’s Capitoline Museums. The designer sent down several bold pieces on the runway, which included a dress with a uterus embroidered on it and a blazer that read “My Body My Choice.” His show was all about freedom, equality, and, of course, the right to choose.
Enter the Gucci Cruise 2020 ad campaign starring Gucci Mane, Sienna Miller, Iggy Pop and more to take you through what seems to be, a Gucci party that couldn’t be any more suitably playful, liberated and inclusive to match what Alessandro Michelle sent down the runway.
The campaign is conceived by none other than the creative director Alessandro Michele himself to celebrate and ignite this idea with an egalitarian verve. The party at the villa, where guests naturally arrive in a limousine or helicopter, because the cliché is inalienable irony. Everybody gathers together everywhere including the bathtub and the swimming pool: the ageless eager and wild rockstar, the glamorous socialite, the bourgeois lady, the tycoon, and the hip hop star.
Gucci’s party is permanent because it represents, first of all, a state of mind: everything is possible, there are no boundaries, everybody goes with everybody and what goes around comes around. The clothes offer endless possibilities to be whomever you want or to appear as you prefer, without any barriers or limits whatsoever.
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer/Director: Harmony Korine
Director of Photography: Rodrigo Prieto
Hair Stylist: Paul Hanlon
Make Up: Thomas De Kluyver Location: Villa La Furibonda
Sienna Miller Gucci Mane
Iggy Pop Benedetta Barzini Orlando Miani Angelo Bucarelli Marisela Federici
© 1978 Giorgio Moroder Publishing/Courtesy of Warner Chappell Music Italiana S.r.l. (P) 1978 The Island Def Jam Music Group/ Universal Music Italia Srl