Gucci gets all dream and eclectic in London for its Cruise collection. Following last year’s exploration at Gyeongbokgung Palace, Seoul, Korea, Gucci Cruise 2025 was presented at the riverside Tate Modern Gallery this year.
For many who might not be aware of this, there’s a reason and story behind the venue of the show. To present the collection, creative director, Sabato De Sarno, wanted the charm and easygoing vibe of London. It’s his third collection after he first joined the fashion house last year. Maybe an inspiration called him back to this city. Or maybe it was just another gesture to connect with the brand’s past.
As per the official release, Mr. De Sarno was drawn to showcase here due to his experience of London’s inclusivity and vision. “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,” he said.
As the designer mentioned, there is a subtle connection between Gucci and London. The founder of the brand, Guccio Gucci, worked as a porter at the Savoy hotel in 1899. Captivated by the city’s ethos, and of course the gentry he saw carrying exquisite luggage, he was inspired to open a travel goods store. And that is when he went to Florence. Fast forward to the present, the collection just paid a fitting tribute to the brand’s heritage.
Naturally, the collection also evokes Mr. De Sarno’s cherished experience of this incredible city. His fond recollections of the places, people, and inspirations are intricately woven into a fresh narrative, along with paying homage to Gucci’s legacy.
In simple words, this Gucci collection presents an intriguing fusion which was well-represented by the ferns and plants surrounding the ramp, set against the industrial show space.
Floral embroideries take on new life in 3-D laser-cut organza, hand-assembled, and molded sequins, contrasting protective outerwear with delicate chiffons, ruffles, and lace, blending evening elegance with everyday wear.
Horsebit details in suede pay homage to Gucci’s equestrian heritage. Relaxed denim contrasts with transformative flat shoes like ballerinas and creepers.
British symbols such as tartans and tailoring and Gucci emblems are revitalized for a new era, with plaids reinterpreted as delicate embroidered bead fringe.
Inspired by Italy in the early 1970s, the Gucci Blondie bag is in leather or toile. Worn on the shoulder, its iconic logo is adorned with leather or features a technique reminiscent of Gucci’s jewelry craftsmanship.
With a light pastel color palette, punctuated by the Gucci Ancora shade, the collection is fresh, airy and exquisitely created.
