gucci declares 'my body, my choice' on the runway of cruise 2020 show

in light of recent anti-abortion laws that have rocked the U.S. and hit international headlines, gucci‘s cruise 2020 collection – entitled ‘a hymn to freedom’ – proudly advocates women’s rights with an array of boldly emblazoned designs. presented within rome’s capitoline museums on tuesday 28th of may, 2019, the fashion house’s creative director, alessandro michele, made a timely political statement with the new pieces that were unveiled on the runway. with powerful messages such as ‘my body, my choice’, michele’s vision promotes ‘freedom and self-determination’ at a time when these simple notions are being challenged.

all images courtesy of gucci

in keeping with the theme, the collection features a number of references to pivotal moments in women’s history. the most notable of which being the famous slogan from the 70s – ‘my body, my choice’ – that marked a period of important changes within society. ‘there is a strong reference to the 1970s because in this time women, through what they wore, freed themselves of everything that was enforced on them from previous centuries’ comments michele. the series also refers to ‘22.05.1978’ – a key date in italian history when the ‘social protection of motherhood and the voluntary interruption of pregnancy’ was first established.

‘22.05.1978’ – the date when the social protection of motherhood and the voluntary interruption of pregnancy was first established in italy

in other pieces, a flowing, creamy-colored gown has been beautifully embroidered with the image of a uterus, provoking thought on the menstrual cycle – a subject that despite its life-giving capabilities has so often been a point of shame or embarrassment for women. michele instead makes the womb a thing of beauty, creating the appearance of pink, sequinned flowers growing inside. the message of the show is also featured on a bright yellow t-shirt designed by artist MP5, as it is adorned with the logo of ‘chime for change’ – an initiative founded by gucci that fights for gender equality and aims to give a voice to marginalized demographics of society.

the ‘chime for change’ t-shirt designed by MP5

in addition to the visible message gucci is presenting with ‘a hymn to freedom’, the fashion house is also donating a percentage of sales to the causes it represents. 100% of the money made from the ‘chime for change’ t-shirt will go to charities supported by the project, including organizations that are working to raise awareness and provide health services to those most in need, and topically, initiatives that are striving to remove the stigma surrounding abortion, ensuring women’s freedom and ownership over their bodies.