Gucci "Cyborg" Nightmare At Fashion Week In Milan


Italian Fashion house Gucci staged a “cyborg” nightmare show during Milan Fashion Week. Creative Director Alessandro Michele sent models down the runway with the replicas of their own heads,  dragons, snakes, and horns on their heads.  The set of the show looked like a pale green operating theater giving birth to new creatures.


At his show, Alessandro Michel came up with the concept of “a cyborg” and sent a metaphorical feminist message.

Michel said, “Gucci Cyborg is post-human: it has eyes on its heads, faun horns, dragon puppies and doubling heads. It is a biologically indefinite and culturally aware creature. The last and extreme sign of a mongrel identity under constant transformation.”

The show notes, “The collection goes further beyond, taking the shape of a genuine Cyborg Manifesto (D.J. Haraway), in which the hybrid is metaphorically praised as a figure that can overcome the dualism and the dichotomy of identity. The Cyborg, in fact, is a paradoxical creature keeping together nature and culture, masculine and feminine, normal and alien, psyche and matter.”

The author of “A Cyborg Manifesto”, Donna Haraway,  rejects any boundaries between “human” and “animal”, and “human” and “machine.” She writes: “The cyborg does not dream of community on the model of the organic family”.

The Manifesto criticizes even so-called traditional feminism. Haraway uses the metaphor of a cyborg to encourage feminists to go beyond the traditional gender, feminism.

And it seems that Italian Fashion House Gucci absolutely supports her idea and goes further with it. Michele’s models are genderless. No gender exists. He carries the idea that there will be no traditional men and women. His female models are dressed in male-style look and vice versa.

Gucci’s main message is that all of us are not natural  but are created, like a cyborg.  Moreover, we can be changed, reconstructed. It means, women cannot be wives, mothers, they are not emotional. But women can decide what they want to be. And Gucci suggests being creepy creatures with double-heads and a third eye, and forgetting about your gender.

Today, we see that big fashion houses encourage women more and more to forget their nature and become “neutral”, unemotional. The issue is that if women put on non-gender dresses and hide their psychological nature, will they feel fulfilled and happier? It is a critical question. Sometimes, it is hard not to agree with the idea that the most difficult thing in the world is to stay just a person, no matter if you are a woman or a man.