The spotlight is on Cocona, XG's vibrant new Gucci ambassador, as she navigates the dazzling world of Milan Fashion Week! But this isn't just about designer clothes; it's a profound journey of self-discovery and powerful expression.
While her group, XG, recently launched their world tour in Japan, Cocona has already been making waves internationally. She recently graced Milan Fashion Week, attending the highly anticipated debut runway show of Demna as the new creative director for Gucci. This wasn't her first public appearance as a Gucci representative; in early February, the iconic Italian fashion house proudly announced Cocona as their newest brand ambassador. Last week, she was a prominent figure, seated alongside other esteemed collaborators like Aryna Sabalenka, Lee Know, Jay Park, Alia Bhatt, and Gulf Kanawut in the coveted front row.
Cocona's exciting new role with Gucci comes hot on the heels of XG's debut studio album, "The Core," released in late January. For those who might not know, the group, formerly known as "Xtraordinary Girls," rebranded themselves as "Xtraordinary Genes" at the start of 2026. This evolution followed Cocona's courageous public sharing of their journey, including undergoing top surgery and identifying as transmasculine nonbinary. For the Gucci show in Milan, Cocona chose a striking black two-piece Gucci suit, a deliberate and proud statement that beautifully honored their identity.
Now, Cocona is opening up about her unforgettable experience at the show, her genuine excitement about partnering with Gucci, and what fans can anticipate from XG's ongoing global tour.
WWD: What were some of the most memorable moments for you at the Gucci show and during your time in Milan for fashion week?
Cocona: The Gucci show was an absolutely unforgettable experience for me. It genuinely felt like witnessing the very moment a new life begins – a powerful metaphor for creation and new beginnings.
I found myself reflecting on this feeling throughout the show and even afterward. The beginning of life is so inherently mysterious, isn't it? It's a moment of unveiling, where everything seems to be revealed at once. Yet, it's also incredibly fleeting and delicate, which is precisely what makes it so beautiful. There's a profound message embedded in that fragility and power.
Because the show carried such a deep and essential message, it prompted me to contemplate fundamental questions about what it truly means to be human, our place on this Earth, and even our connection to the vast universe. It offered me a precious opportunity to revisit these profound thoughts.
Everything about the event was simply incredible. The atmosphere of the show, the palpable energy in the room, the exquisite clothing, the confident way the models moved down the runway, their captivating expressions and undeniable attitude, and the masterful use of lighting – it all came together to create something magical. I was profoundly moved and inspired by the inherent strength and dedication of both Gucci and Demna, and their unwavering commitment to delving into the very essence of things. This experience filled me with courage, a beacon of hope, and left me feeling deeply stimulated and emotionally resonant.
For me, considering the mission I embrace as part of XG, this show served as a powerful reminder of my origins, my initial mindset, and it reignited my contemplation of what I truly desire to feel in this life and what I aspire to communicate to the world. It was, without a doubt, an extraordinary show.
I am immensely grateful for the opportunity to have witnessed it firsthand and experienced it with all my senses.
WWD: Can you share how you decided on the look you wore for the show?
Cocona: The moment I first saw this particular outfit, and then had the chance to try it on, it resonated with me on a very deep level. It was a genuine, heartfelt moment where I felt, from the very core of my being, a sense of complete acceptance: "I'm okay just as I am."
Wearing this ensemble ignited a strong desire within me to translate that profound feeling into a message and to share it with as many people as possible through my presence and how I present myself. It would bring me immense joy if even one more person could connect with that same feeling through this look.
WWD: What makes you so enthusiastic about embarking on this journey as Gucci's newest brand ambassador?
Cocona: To me, Gucci represents a source of fresh, revolutionary inspiration – a guiding light, if you will. I am genuinely thrilled to attentively absorb the messages that Gucci conveys, to allow them to deeply resonate within me, and then to share those insights with a wide audience.
Given the vast amount there is to learn from Gucci, I also view this as a significant personal challenge. I'm eager to explore how I can take what is entrusted to me, cultivate it, nurture it within myself, and then channel it through the process of expressing it back out to people, to our planet, and even to the wider universe.
I want to express my sincere respect and profound gratitude to Gucci for bestowing upon me this incredible opportunity.
WWD: XG is currently in the midst of an exciting new world tour, following the release of "The Core" in January. How has it felt to perform the new album live for your fans? What are your aspirations and hopes for the upcoming performances?
Cocona: I believe there are moments when our core essence remains unchanged, always present with us, yet we somehow lose sight of it – or even begin to question its existence. But I hold a strong conviction that everything will ultimately be alright.
Everything carries a profound meaning, and I feel that these experiences are also messages guiding us toward a greater understanding of the universe. This tour feels like a space where we are being reborn. It’s a journey that allows us to reaffirm our identities and reconnect with our fundamental essence and our 初心 (shoshin - original intent). It’s a tour that feels both timeless and brand new, infused with soul.
My deepest desire is to share love, hope, and light with as many people as possible, extending it to life itself, to the Earth, and even to the entire universe. One of my primary goals is to continue performing until I witness everyone taking XG's message and transforming it into something even more powerful.
I sincerely hope that the core essence within each of us can continue to evolve. From the bottom of my heart, I truly wish for us to bring this kind of transformative tour to fruition.
But here's where it gets interesting: Cocona's choice of attire and their personal journey have sparked considerable discussion. Is fashion truly a platform for profound personal expression, or is it merely a commercial tool for brands to align with current social narratives? Some might argue that while individual expression is vital, the commercial aspect of such high-profile endorsements cannot be ignored. What are your thoughts on this? Do you believe Cocona's appearance at the Gucci show was a genuine act of self-expression, or a strategic marketing move by the brand? Let us know in the comments below – we'd love to hear your perspective!
