June 6, 2019: Italian luxury brand Gucci has been encouraging liberal thoughts and freedom. The brand has associated with several groups and organisations to take a stand for what is right. Alessandro Michele, the brand’s creative director, has left no occasion to express his support for things and activities he believes in. Last year the brand donated $500,000 to March For Our Lives, a gun violence prevention organisation. This year, he has taken a step forward to raise his voice to fight for the freedom of women.
The brand’s latest Cruise Collection 2020, thus, celebrates the freedom of women. The right for freedom to live by their choice and their rule. The collection was a glass shattering take on the way women are miscontruted in the society. Midway through the show, a purple jacquard pantsuit with ‘My Body, My Choice’ splashed in big bold letters came down the runway. This was followed by ensembles with a uterus embroidered on the front of the dresses. In place of the ovaries were blooming pink flowers.
This year's show location, at The Capitoline Museums in Rome, adds up to the list of historical places that Gucci has chosen to present their collections in. The Capitoline Museum is considered to be one of the first museums in the world and poses to be a very personal memory of Mr. Michele.
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