Gucci's Cruise 2020 Campaign is a 70s Villa Party with Gucci Mane
Gucci has released their Cruise 2020 campaign featuring rapper Gucci Mane, British actress Sienna Miller and rocker Iggy Pop. Captured by Gucci collaborator Harmony Korine, #ComeAsYouAre_RSVP cordially invites you to party with the Gucci gang for a night of hedonistic debauchery, part of the continuing evolution of creative director Alessandro Michele's fantastical world.
Having previously taken us to the student rebellions of 1968 Paris, underground dance halls and Ancient Greek ruins, Gucci's new direction is the decadence of the 1970s. The scene opens on a party at the Villa La Furibonda on the outskirts of Rome, soundtracked for the Italo disco classic Chase by Giorgio Moroder. The villa's real life owner - Marisela Federici - plays the party hostess, overseeing mini quiches and stuffed tomatoes served on silver platters, while dressed in the Cruise 2020 opening look, complete with a peacock-like feathered headpiece. Guests prepare for the party, an unapologetic concern for appearance teetering on the edge of vulgar: a blonde model wearing a blue sequin cap presses a handful of ice-cubes to her face to tighten her skin, Gucci Mane sits on a massage table, and Iggy Pop travels topless in a limousine.
In keeping with the way seventies partying is enshrined in pop culture, the Cruise 2020 party fast becomes a rowdy affair. Sienna Miller in the role of glamorous socialite dances in the kitchen, later collapsing on a sofa, whilst Gucci Mane stands drenched in the pool following a solo performance on the white piano. The pièces de résistance? The maraschino cherry in Miller's crystal champagne flute and the swan ice-sculptures licked by a pair of elderly women.
While the campaign appears to be a pantheon of excess, there's also a more serious historical note hidden within the collection, which incorporates a nod to May 22, 1978, when abortion was legalised in Italy. As seen on the catwalk earlier in 2019, there are a number of pieces that explicitly convey this message: one model wore a yellow Chime for Change t-shirt, the initiative launched by Gucci in 2013 advocating for women's rights. The female reproductive organs featured as embroidery on a linen dress, whilst the feminist slogan ‘My Body, My Choice' was printed on the back of a purple blazer. If there's one thing we like to celebrate, it's reproductive freedom! Cin-cin!
