This archive report was first published on 25 September 2019.
On September 22, 2019, Gucci held its latest fashion show for the upcoming Spring 2020 season in Milan. The event featured 21 looks of crisp white clothing resembling straitjackets on models perched on a conveyor belt. However, the show took an unexpected turn when non-binary model Ayesha Tan-Jones raised their hands to reveal the words 'mental health is not fashion' written in black marker across their palms.
According to Tan-Jones' Instagram post, they decided to 'peacefully protest' because they believe that the stigma around mental health must end. They stated that straitjackets are a symbol of a cruel time in medicine when mental health illness was not understood.
Since the protest, Tan-Jones has received an outpour of support from her fans and fellow fashion community members. Gucci later clarified that the clothes were meant to represent how power is exercised over life through fashion, eliminating self-expression. The brand also confirmed that the clothes were not intended for sale.
This incident is the latest in a string of issues Gucci has faced with balancing creative expression in today's culturally sensitive times. The brand has apologized for producing a wool balaclava sweater that resembled blackface in February 2019 and has since announced plans to form an advisory council and hire a global director for diversity and inclusion.
