It was written: Gucci (the brand) and Gucci Mane (the rap mogul) are finally joining forces. For their Spring/Summer 2020 Cruise collection, the Florentine house and Guwop are presenting what is to some, already, the most memorable ready-to-wear campaign in years. The photoshoot also doubles as a promotional run for the 39 year-old rapper’s newest album, Woptober II, set to drop on October 17.
The two names never really officially crossed paths in the past, but now, and with Alessandro Michele taking care of the Maison’s art direction, the crossover was only a matter of time.
The long awaited collaboration was shot by Harmony Korine, and directed by Christopher Simmonds at La Furibonda Villa — a symbol of opulence and Italian class. It features several items from the up and coming SS2020 collection and a visibly relaxed La Flare, enjoying massages and sporting 1970s inspired tracksuits, trainers and sunglasses.
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For the longest, Gucci has inspired lyrics to many rap songs, and according to Genius, the brand is the most mentioned fashion house in hip hop, with Versace following very closely (thank you, Migos). As a reminder, Gucci’s influence was already proven to be essential in today’s landscape, after it was named the world’s most powerful fashion house by Launchmetrics in August.