On Brand: Gucci Mane Announces a Collaboration With—Who Else?—Gucci

Gucci Mane performs onstage during Spotify’s RapCaviar Live in Houston at Revention Music Center on December 14, 2017 in Houston, Texas.
Photo: Tim Warner (Getty Images for Spotify)

So, what took so long? Trap originator Gucci Mane borrowed part of his famous moniker from the Italian fashion house of the same name and has frequently sported the brand in public (and likely, private) appearances. But despite the obvious and natural affiliation—and a recent front-row seat at Gucci’s Spring/Summer 2020 show in Milan—no formal collaboration between the rapper and luxury label has been announced. That is, until now.

As reported by Hypebeast, which had an exclusive first-look, Gucci and the artist known as Gucci Mane have at long last joined forces for the brand’s cruise collection. The campaign stars the rapper alongside actress Sienna Miller and actor-musician Iggy Pop and was timed to coincide with the Oct. 17 release of Woptober 2, Gucci’s next studio album.

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The campaign and cover art share imagery shot by Harmony Korine, best known for writing ‘90s cult classic (and star-making vehicle) Kids. As Hypebeast explains:

The campaign imagery, shot under the art direction of Christopher Simmonds, sees the trap music pioneer living the posh life in an Italian villa named “La Furibonda.” Gucci’s signature retro fascination informs the goods, which include classic court sneakers with Gucci’s red and green webbed trim and a ’70s-indebted floral tracksuit. Meanwhile, behind-the-scenes snaps offer a rare glimpse into the playful on-set experience between Gucci Mane, [Alessandro] Michele and photographer Harmony Korine.

No word on how much influence Gucci Mane may or may not have had over the unabashedly irreverent collection, but he certainly looks like he’s having fun with it.

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Maiysha Kai

Maiysha Kai is Managing Editor of The Glow Up and your average Grammy-nominated goddess next door. Minneapolis born, Chicago bred, New York built. Nuance is her superpower.