Prepare to be inspired as we dive into the world of fashion, identity, and self-expression with Cocona, the newest brand ambassador for Gucci. But here’s where it gets personal: Cocona’s journey isn’t just about representing a luxury brand; it’s a powerful statement about embracing one’s true self, especially as a transmasculine nonbinary individual in the global spotlight. And this is the part most people miss—how fashion can become a medium for profound personal and societal transformation.
Last month, the global phenomenon XG kicked off their world tour in Japan, but Cocona has already been making waves internationally. The Japanese rapper recently jet-setted to Milan Fashion Week to witness Demna’s groundbreaking debut as Gucci’s creative director. Controversially, Cocona’s appointment as a brand ambassador came on the heels of their public transition and the group’s rebranding from ‘Xtraordinary Girls’ to ‘Xtraordinary Genes’—a move that sparked both admiration and debate. Alongside fellow ambassadors like Aryna Sabalenka, Lee Know, Jay Park, Alia Bhatt, and Gulf Kanawut, Cocona took their place in the front row, clad in a sleek black Gucci two-piece suit that proudly celebrated their identity.
But here’s where it gets controversial: While some applaud Gucci’s inclusive approach, others question whether luxury brands are genuinely committed to representation or merely capitalizing on diversity for marketing. What do you think? Is this a step forward or a calculated move? Let’s discuss in the comments.
In an exclusive interview, Cocona shared their profound experience at the Gucci show, revealing how it reignited their connection to their mission with XG. ‘The show felt like witnessing the birth of something new,’ they reflected. ‘It made me think about what it means to be human, to exist on this Earth, and even in the universe.’ The atmosphere, the models’ movements, the lighting—everything converged to create a moment of raw emotion and inspiration. ‘It gave me courage and hope,’ Cocona added, ‘and reminded me of why I started this journey.’
When asked about their outfit choice, Cocona explained, ‘The moment I tried it on, I felt, “I’m OK just as I am.” I wanted to turn that feeling into a message—to share it with the world.’ This sentiment aligns with their broader goal as an artist and advocate: to deliver love, hope, and light to as many people as possible.
As Gucci’s newest ambassador, Cocona sees the brand as a revolutionary source of inspiration. ‘It’s a personal challenge,’ they admitted, ‘to take what Gucci gives me, grow it within myself, and express it back to the world.’ Their excitement is palpable, but so is their humility. ‘I’m deeply grateful for this opportunity,’ they said, ‘and I want to honor it by making a meaningful impact.’
Meanwhile, XG’s world tour continues to captivate audiences, following the January release of their debut album, The Core. Cocona described the tour as a ‘rebirth,’ a chance to reconnect with their essence and original intent. ‘I believe everything has meaning,’ they shared. ‘This tour is about reaffirming who we are and sharing that message with the universe.’ Their hope? That XG’s message will resonate deeply, inspiring others to evolve and grow.
And this is the part most people miss: Cocona’s story isn’t just about fashion or music—it’s about the power of authenticity. As they put it, ‘I want to see everyone take XG’s message and turn it into something even stronger.’ But here’s the question: Can fashion and art truly drive societal change, or are they just reflections of it? Share your thoughts below—let’s keep the conversation going.
