Fashion history
Photo-Illustration: The Cut; Photo: Supreme What’s the campaign? Supreme — the endlessly ubiquitous streetwear brand — has remade Tom Ford’s 2003 Gucci pube campaign, this time on a series of graphic T-shirts.
The original 2003 Gucci advertisement in Vogue’s February issue, above, was quickly met with backlash. Gucci defended the advertisement, calling it “playful” subversion of regressive gender roles. Photo: Gucci Ford’s original advertisement appeared in an issue of Vogue and featured a photo of model Carmen Kass. In the photograph, Kass’s face is cut off, and she’s pressed against a wall in gray heels and a camouflage robe.
Why should we care? The Y2K era is back, and so is Gucci-shaped pubic hair. When Ford dropped the original Gucci advertisement, it pushed past sexually conservative boundaries. At Gucci, Ford was credited with “bringing sex back.” But the campaign was quickly met with backlash. The Advertising Standards Agency fielded complaints about the advertisement’s “offensive and sexually suggestive” content. Mediawatch U.K.
Photo: Supreme While some were offended by the now-infamous advertisement, others were inspired by “Gucci pubes” well into perpetuity. “Still need to shave my pubes into the Gucci logo and snap pics of this Gucci coochie,” a fan tweeted in 2021. That the remake of the once almost-banned image is now plastered on ubiquitous streetwear feels both like a corrective act and an aggressive normalization.
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