We’ll Always Have London-Gucci Cruise 2025

The Gucci Cruise 2025 fashion show frames it through the mind’s eye of Gucci Creative Director Sabato De Sarno. His memories and recollections of places, people and ideas are woven into a new story, reflective of both the deep and meaningful connections to the city through Gucci’s heritage, and his own personal experiences.

“To explore a creative direction is to bring yourself into an already-existing space and show it through your eyes, working from room to room with the goal of reshaping the building again. We choose London for the Cruise show, knowing that was the right choice. I owe a lot to this city, it has welcomed and listened to me. The same is true for Gucci, whose founder was inspired by his experience there. The House’s return is driven by a desire to be immersed in its distinctive essence, its creative driving force with its limitless capability to put together contrasts, make them converse, and find ways to coexist. Today we are here to celebrate that spirit. Tate Modern is the perfect cross-section to narrate the city’s essence, with its great Turbine Hall that welcomes and gathers everyone, and with the Tanks, generators of ideas.” Sabato De Sarno

The show takes place at the Tate Modern, a public space that connects different people with culture, a diverse and unique arena for exchange, for unexpected juxtapositions and unanticipated rendezvous. The same was true of The Savoy hotel for Guccio Gucci, inspiring his creation a century ago. The architecture of the building itself represents modernity - function rethought, as a frame for art. Further reconsidered, for this show the outside is brought in: the bare concrete Tanks are invaded by a poetic panorama of greenery. Man and nature, sentimental versus minimal, it again embraces duality, demonstrating two sides of London, two sides of life - a symbolic antithesis echoed in the collection itself.