Gucci Cruise 2025 fashion show from London

In 1897, the founder of the House of Guccio Gucci traveled to London, where he took a job as a luggage porter at The Savoy Hotel. Influenced by the vibrant spirit of the city, he returned to Florence to open a travel goods store, seeking to communicate a new way of life through his luggage. Over a hundred years later, the notion of London as a place of cultural convergence remains relevant, as does the House of Gucci's ongoing quest for self-discovery through attention to the archival elements at the heart of its heritage.

Inspired by numerous trips to London, Creative Director Sabato de Sarno sought to reflect the essence of the city. London and the Tate Modern gallery, linked by both heritage and spirit, was the perfect place to showcase Sabato de Sarno's vision at the Cruise 2025 show.

“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