According to The Guardian, Gucci’s artistic director, Alessandro Michele, referenced the US anti-abortion measures while speaking to reporters after the show. Women “should be free to choose what they want and terminate a pregnancy,” he said. “[It] is the most difficult choice for a woman to make and I respect that choice.”

It’s a sensitive topic for the brand to wade into. There are, of course, those who disagree with Gucci’s stance, but even some who are pro-choice might see it as a company co-opting a serious issue to sell clothes. On the other hand, consumers increasingly expect the brands they buy from to align with their own values, and more brands are making their positions clear on social and political issues.

This time, at least, if Gucci stirs up controversy it will be of its own volition. Recently the Sikh community criticized Gucci for a $790 turban it said was appropriating an article of deep religious significance, while in February the label was called out over a sweater that many saw as resembling blackface. Gucci responded to that incident by increasing its sensitivity training.

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