Gucci Mane Stars in Gucci Cruise Campaign, Announces Album (UPDATE)

HYPEBEAST takes an exclusive look at the campaign.

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UPDATE (10/1/19 14:00:00 EST): Take a look at Harmony Korine’s entire Gucci Cruise 2020 campaign above, featuring Iggy Pop, Sienna Miller, Benedetta Barzini and more.


ORIGINAL STORY (10/1/19): Gucci Mane and Gucci are finally coming together for a long-awaited collaboration, and HYPEBEAST is taking an exclusive first look at the new campaign. Rumors of an official partnership surfaced last week after the rapper’s front-row appearance at the Italian label’s Spring/Summer 2020 show. And topped with an influx of Gucci-related style posts on the musician’s Instagram and plenty of face time with creative director Alessandro Michele, it was only a matter of time before a brand and artist courtship came into fruition.

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, Michele and photographer Harmony Korine.

As Gucci Mane preps to release the collaboration, the rapper has also announced his forthcoming studio album, Woptober 2, which comes just four months after Delusions of Grandeur. Sharing a campaign still from the impending Gucci collection, the cover art for the project spotlights the artist lounging on the phone while receiving a massage. The album is set to drop October 17.

Elsewhere in fashion, Kanye West has dropped off official Jesus Is King merch in anticipation of the album.

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Get ready for #Woptober2 coming 10/17 !!! #Woptober2

A post shared by Gucci Mane (@laflare1017) on

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