Luxury brand Gucci hosted its Cruise 2020 show inside Rome's Capitoline Museums, one of the first public museums in the world. The historic setting set the mood for the fashion show which was a “hymn to freedom” from creative director Alessandro Michele. Adding to the theatrical effect, the show was held with little lighting and the audience was given flashlights to help them see the clothes better. The collection intermixed feminist slogans with Roman robes and headdresses. Other highlights included statement jewellery for men and plenty of checks in all its avatars.