Now who would’ve thought that storied Italian brand Gucci and rap mogul Gucci Mane would ever embrace? Yet for the Spring/Summer 2020 Cruise collection, the Florentine house and Guwop are presenting what is already the most memorable ready-to-wear campaign in years. The photoshoot which sees the rapper in the tub, and getting a massage, also doubles as a promotional run for the 39-year-old rapper’s newest album, Woptober II, set to release on October 17 2019.


The campaign was shot by Harmony Korine, and directed by Christopher Simmonds at La Furibonda Villa — which in itself is 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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Guccimane aka #BigGucci Guwop @gucci @alessandro_michele  #ComeAsYouAre_RSVP campaign for the #GucciCruise20 collection

Une publication partagée par Gucci Mane (@laflare1017) le

To be fair, Gucci has always found its way into many rap songs, and the brand is the most mentioned fashion house in hip hop, followed by Versace coming second. With Alessandro Michele at the helm, perhaps it was only a matter of time and serves as a reminder that Gucci’s influence only continues to grow.

Tawfik Akachar
Senior Writer, Paris
Tawfik is a pop culture enthusiast that has a soft spot for the study of emerging movements, casual chic fashion, and technical clothing. Although he loves different foods from all parts of the globe, he considers fried chicken to be the best dish, ever.