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This is not your typical luxury fashion show! Alessandro Michele has a much more important message for you…

Gucci Cruise 2020 with feminist symbolism: On the edge of wearability!

Martina Šmalclová
31.May 2019
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2 minutes

My body, my choice

With the new Cruise 2020 collection, Alessandro Michele encourages society to respect and honor women. It was first revealed at the Capitol Museums in Rome and the creative director of the luxury brand Gucci did not hesitate to use all available resources. His efforts resulted in bold models with a feminist slogan of the 1970s, "My Body, My Choice," or a dress with uterine-shaped embroidery and flowers instead of ovaries.

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Martina Šmalclová
fashion editor
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Ornella Koktová
model
Móda proti proudu

Názor PROTI PROUDU: Martina Šmalclová

"In the 1970s, women, through what they wore, freed themselves of everything enforced on them from previous centuries.” Alessandro Michele

The entire Cruise 2020 collection has been created in this spirit of feminist symbolism and politics and embodies the idea of freedom, equality and self-determination.

Fight for women's rights. Smart move!

In addition to pieces such as a dress with very unconventional embroidery or a sailor bag with the above-mentioned catchphrase "MY BODY, MY CHOICE", the collection also includes a yellow cotton T-shirt with the "CHIME" logo, which refers to the Gucci CHIME FOR CHANGE campaign launched in 2013. With it, the brand made a vow o promote equality and fund projects supporting women's rights and health worldwide. The proceeds from the sale of these T-shirts will be fully donated to charitable organizations supported by CHIME FOR CHANGE.

The date 22. 5. 1978 on one of the tops is no coincidence either - it’s a thoroughly planned move. It refers to the so-called Act 194, whose introduction allowed women in Italy to undergo an interruption.

Luxusní vila na prodej, Dolní Měcholupy - 616m
Luxusní vila na prodej, Dolní Měcholupy - 616m, Praha 10

Gucci’s message

Cruise 2020 only proves that luxury collections of luxury fashion designers don’t only to please the human eye, but they also strive to convey a message to the world, and Gucci has once again succeeded in that respect.

Martina Šmalclová

Názor PROTI PROUDU: Ornella Koktová

My close friend know very well that I have strong feminist tendencies. Equality, women's rights or respect for women in itself, those are values that none of us should turn our backs on. That’s why I was excited about the idea of a big brand like GUCCI wanting to help women.

But seeing the collection was a huge shock! Do I really want to have an uterus embroidered on my dress? Would I really be able to wear a top with the date when abortion was legalized? My inner Catholic and a healthy sense of sanity are waging a war inside me. No, I definitely wouldn’t like to wear I this! I mean, would men enjoy wearing shirts with a reminder of their vasectomy? I seriously doubt it! So why should women be presented as drama queens who doubt themselves so much that they’d even wear an embroidered uterus ?! (The burden of having a real one is quite enough, thank you.)

And the rest? Just a wild mix of retro pieces from flea markets with an expensive GUCCI tag. Can we have some new trends already? I have zero interest in another rehash of those from the faraway past.

Ornella Koktová
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