Fashion Meets Identity: Cocona’s Bold Journey as Gucci’s New Ambassador
The world of fashion and music collided in a spectacular way when Cocona, a member of the global sensation XG, stepped into the spotlight as Gucci’s newest brand ambassador. But here’s where it gets even more fascinating: Cocona’s journey isn’t just about style—it’s about identity, transformation, and the power of self-expression. And this is the part most people miss: how a single outfit can become a statement of pride and authenticity.
XG’s world tour kicked off in Japan last month, but Cocona has already been making waves internationally. The Japanese rapper recently traveled to Milan Fashion Week to witness Demna’s debut as Gucci’s creative director. This wasn’t just another fashion show—it was a moment that left Cocona deeply moved. In the front row, alongside other Gucci collaborators like Aryna Sabalenka, Lee Know, Jay Park, Alia Bhatt, and Gulf Kanawut, Cocona wore a sleek black two-piece Gucci suit that wasn’t just an outfit—it was a proud homage to their transmasculine nonbinary identity. This moment came on the heels of XG’s rebranding from ‘Xtraordinary Girls’ to ‘Xtraordinary Genes’ earlier this year, a change inspired by Cocona’s public journey of self-discovery and their top surgery.
But here’s where it gets controversial: In an industry often criticized for its lack of inclusivity, Cocona’s partnership with Gucci raises questions. Is this a genuine step toward representation, or just a marketing move? Cocona’s response to this might surprise you. They see Gucci as a revolutionary source of inspiration, a brand that challenges norms and encourages self-expression. ‘Gucci is, to me, a kind of light,’ Cocona shared, emphasizing their excitement to amplify the brand’s messages of authenticity and individuality.
In an exclusive interview with WWD, Cocona opened up about their experience at the Gucci show. ‘It felt like witnessing the moment a new life is born,’ they reflected. The show’s atmosphere, the models’ movements, and the lighting all converged to create a profound experience. ‘It made me think about what it means to be human, what this Earth is, and even what the universe is,’ Cocona added, highlighting the show’s ability to provoke deep introspection.
When asked about their outfit choice, Cocona revealed a powerful moment of self-acceptance. ‘When I tried it on, I genuinely felt, from the bottom of my heart, “I’m OK just as I am,”’ they said. This outfit wasn’t just a fashion statement—it was a message of empowerment, one they hoped would resonate with others.
As XG continues their world tour, following the release of their debut album The Core, Cocona sees the tour as a rebirth. ‘It’s a place where we reaffirm who we are and reconnect with our essence,’ they explained. Their goal? To deliver love, hope, and light to as many people as possible, and to see XG’s message evolve into something even stronger.
Now, here’s the question for you: In a world where fashion and identity are increasingly intertwined, does Cocona’s partnership with Gucci represent true progress, or is it just another example of brands capitalizing on diversity? Share your thoughts in the comments—let’s spark a conversation!
