Looking at the evolution of Madonna's career over the last few years, it's clear that she's making a play for the younger generation. From musical partnerships with pop cultural sensations like Diplo and Nicki Minaj, to somewhat cringeworthy surprise appearances at music festivals (she took the stage with Avicii at Ultra in 2012, dropping drug innuendos to the crowd, and famously kissed Drake during his performance at the 2015 edition of Coachella), there's no question that she's worked tirelessly to stay relevant, and that's included changes to her personal style.
Madonna — who is still frequently described as a trendsetter — has stepped out on the red carpet in recent years sporting a grill, a cane and a Riccardo Tisci-designed matador outfit, and lately, she's shown allegiance to Jeremy Scott, whose cheeky, colorful designs for both his eponymous label and for Moschino seem to resonate with the playful, slightly cheesy look she's going for. The two teamed up on her recent video for "Bitch, I'm Madonna" (which includes a cameo appearance from Alexander Wang) and it was announced on Wednesday that Scott would be collaborating with the artist on costumes for her upcoming Rebel Heart tour. This news didn't surprise us, as tour looks are generally flashy, and Madonna partnered with the likes of Jean Paul Gaultier, Dolce & Gabbana and Prada on her MDNA tour in 2012.
However, what does surprise us is one of the other designers who has signed on to create outfits for the occasion: Alessandro Michele of Gucci. While Scott's celebrity-driven branding and over-the-top persona are a perfect match for Madonna (he himself has a wide-release movie about his life and his work due in theaters this fall), this announcement seems particularly off-brand for Gucci, which is in the midst of a complete image overhaul that's eclectic, androgynous and subtle — all things that the Jeremy Scott brand and Madonna are not.