As several U.S. states are opting for anti-abortion laws, Gucci launched its Cruise 2020 collection at Rome's Capitoline Museums to advocated freedom, self-expression, and women's reproductive rights and equality.

House designer, Alessandro Michele, focused its theme on a historic day in Italian history: May 22, 1978, when abortion was legalized in the country. Michele embroidered the date ‘22.5.78’ across a mini capelet, while the 70s feminist slogan "My Body, My Choice" was also seen inscribed in bold type across the back of a purple jacket.

"Among other citations, there are some references to the Seventies, a moment in time when boundaries were blurred compared with nowadays. It was a historical moment when women, finally, rejected all the constraints that were imposed in the previous centuries and they became free. That’s why I am paying homage to the Italian law regarding abortion, the law number 194. It’s unbelievable that around the world there are still people who believe that they can control a woman’s body, a woman’s choice. I will always stand behind the freedom of being, always,” Michele explained in an interview with WWD.