Gucci Lands in London with Glamorous Cruise Show

Gucci touched down in London, transforming Tate Modern into a lush green jungle. It marked creative director Sabato De Sarno’s first cruise show, and brought in a star-studded crowd of celebrities to the front row.

De Sarno’s first few collections for Gucci have been met with a mixed response, his minimalist aesthetic a stark departure from previous designer Alessandro Michele’s signature maximalist style.


Cruise collections come in between the major autumn/winter and spring/summer fashion shows. Gucci normally stages its runways in Milan, but cruise collections are a chance to take the brand to a new location – with London following last year’s destination of Gyeongbokgung Palace in Seoul, South Korea.


The interior of the Tate Modern is a vast, concrete space but Gucci transformed it with hundreds of ferns, moss and plants. These natural motifs making their way into the clothes too – seen in subtle floral embroidery on jackets and denim pieces.


The show was called ‘We’ll always have London’, partly inspired by the brand’s founder, Guccio Gucci, travelling to London as a teenager and working as a bellhop in luxury hotel the Savoy. According to the fashion house, Guccio took inspiration from that experience when he opened his first store in Florence in 1921 to sell luggage.

SOURCE | The Industry.Fashion


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Charlotte Martin

22nd May 2024