The Golden City

Alessandro Michele is taking Gucci to San Francisco for Cruise 2021
By Jake Hall | Fashion | 4 February 2020

San Francisco is a city known for its progressive politics: from its rich history of queer activism to its famed anti-war movement, the Golden Gate City is one of the world’s most liberal. So it makes perfect sense that Alessandro Michele, the famously bohemian mastermind behind Gucci’s meteoric rise, has chosen it as the location for his upcoming Cruise 2021 collection, set to be shown on Monday, 18th May.

If last year’s showing is anything to go by, it’s likely to be a political collection. Held in Rome’s Capitoline Museums, the show featured models wearing colourful, textured blazers bearing pro-choice slogans like ‘My Body, My Choice’. Another was emblazoned with a date, ‘22.5.78’ – the date that abortion was legalised in Italy.

Gallery below: Gucci SS20 campaign


Statements like these have defined Michele’s reign at Gucci. The last few seasons alone have riffed on topics like posthumanism, performative masculinity and the restrictive of social norms, all themes filtered through the lens of his trademark, more-is-more approach to fashion. Add a liberal sprinkling of 70s references and quirky, colourful patterns, and you’ve got Michele’s blueprint for success.

A press release offers a vague indication that Cruise 2021 will stay true to this vision, and that showing in San Francisco will “reconnect [Michele] with his most personal raison d’être: a celebration and validation of self-expression, emancipation and ultimately, freedom.” In other words, the show promises Michele at his least inhibited – so it’s worth marking your calendar.

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