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How Gucci used fashion to strike a blow against the U.S. abortion ban

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Billie Bhatia
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The powerful message hidden within Gucci’s latest Cruise show is a triumph for women everywhere.

Fashion and politics have long had a strained but intertwined relationship, with one frequently resting on the other for support. And last night saw Gucci’s creative director Alessandro Michele (never one to shy away from controversy) use every single moment of his fashion show to make his opinion clear on the latest political scandal: the abortion debate dominating the headlines in the U.S.

Set in Rome’s Palazzo Nuovo Museum (where some of Italy’s most esteemed masterpieces sit), Gucci presented a 97-piece Cruise collection to fashion editors under Gucci branded torchlight. The collection as an overall was akin to Michele’s previously seen aesthetic of maximalist accessories, theatrical gown and an element of granny dressing. 

But this time there was one big difference. Peppered among the usual suspects were slogan t-shirts, call to arm messages branded on the backs of blazers, and subtly embroidered details on dresses, all of which pointed to one thing: Gucci supports a woman’s choice.

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First, paired with high-waisted green trousers, there was a ‘Chime’ t-shirt, which served as a clear reference to Gucci’s long-standing partnership with gender equality charity, Chime for Change

Next  came a navy blazer that spelled out ‘My Body, My Choice’ in large gold lettering on the back. And finally, amid the religious connotations dripped into the rest of the collection, came a nude chiffon gown which had been delicately embroidered with an illustration of the female reproductive organ. So delicately embroidered, in fact, that many show attendees missed this important detail on the first viewing. 

Check it out:

“Women should be free to choose what they want and terminate a pregnancy. It is the most difficult choice for a woman to make and I respect that choice,” Michele told reporters at a post-show press conference.

With Gucci coming under recent fire for two counts of cultural appropriation, this feels like a step in the right direction for the brand. 

Well, it’s that or a very well timed opportunity to win back some loyal fans… 

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