For his debut with the Cruise collection, Gucci‘s Creative Director Sabato De Sarno rediscovered the origins of the Maison, staging the Cruise 2025 show at the evocative Tate Modern in London.
In 1897, Guccio Gucci, the founder of the Maison, traveled to London and found work as a porter at The Savoy hotel. Inspired by the city’s lively spirit, he returned to Florence to open a luggage shop, eager to tell a new lifestyle story through his suitcases.
Drawing inspiration from his numerous trips to London over the years, Sabato De Sarno sought to capture the city’s unique essence by choosing the Tate Modern as the show’s location. This venue, where art, design, and fashion converge, provided the perfect stage for his creative vision.
Exploring a creative direction means going into a pre-existing space and having it seen through your eyes, going from room to room in order to reshape the building. We chose London for the Cruise show, knowing that it was the right choice. I owe a lot to this city, which welcomed me and listened to me. The same goes for Gucci, whose founder was inspired by his experience in this city.”
Sabato De Sarno
The show featured a host of illustrious guests, including Dua Lipa, Debbie Harry of Blondie, Demi Moore, Paul Mescal, Andrew Scott, Solange Knowles, and Salma Hayek.
Sabato De Sarno’s new collection reflects on the contrasts and harmonies of London. Embroidery art takes center stage with a refined floral aesthetic enhanced by exquisite craftsmanship. Fringes and petals adorn the relaxed silhouettes, creating unity in contrast, while diamond patterns made with georgette nets are embellished with romantic details.
The looks in the collection are completed by the Gucci Blondie bag. Adorned with the perfectly rounded emblem first introduced by the Maison in 1971, this new bag intertwines historical codes with contemporary influences. Crafted from leather and fabric to be worn on the shoulder, the 1970s-inspired silhouette is sometimes embellished with the iconic GG monogram.
The Horsebit creepers make their second appearance, distinguished by their thick sole, laces, and the namesake double ring with bar on the upper part. Meanwhile, the romantic silhouette of the Horsebit ballerina is paired with the functional features of the shoe: a flatter sole for the dynamic movement of everyday life.
