Gucci Takes over Times Square for Cruise Show as Kering Eyes Revival
Demna’s first Cruise collection for Gucci featured New York-inspired looks and a limited edition line that will go on sale in 24 hours.
- On Saturday, Gucci creative director Demna transformed Times Square into a runway to unveil his first Cruise collection, marking a homecoming for the Italian house that opened its first store outside Italy in Manhattan in 1953.
- Gucci's decision to host the show in New York comes as European luxury brands increasingly turn to the North American market to drive growth, marking an escalation in scale for parent company Kering.
- Cindy Crawford and Tom Brady modeled the 'GucciCore' collection, inspired by Robert Longo's 'Men in the Cities' series, with Demna noting the styles reflect the "plurality of styles that intersect like the streets of the city."
- The collection features Tom Ford-era tailoring and Alessandro Michele's signature motifs, while limited-edition 'GucciNY' pieces will be available starting Monday at NYC store locations and online.
- Kering CEO Luca De Meo is leading a turnaround strategy to boost profit margins, describing the collection as a "first step" in its recovery following Demna's February debut in Milan.
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27 Articles
You have to have a lot of faith in someone to allow you to stop Times Square for a few hours, make a parade and buy half of the advertising screens. Luca de Meo, the CEO of Kering, has it in Demna, the current creative director of his flagship brand, Gucci. The manager presented last month a strategic plan to go back to the sales of holding, also owner, among others, of Bottega Veneta, Saint Laurent and Balenciaga. A plan that the media have cal…
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Gucci takes over Times Square for Cruise show as Kering eyes revival
Gucci transformed New York’s Times Square into a runway for Demna’s first Cruise collection, with Cindy Crawford and Tom Brady joining the spectacle as parent company Kering seeks to revive its flagship brand.
Demna Stages a Times Square Takeover for Gucci Cruise 2027
Photo by Taylor Hill/Getty ImagesLast night, Demna took his vision for the next chapter of Gucci straight to the white-hot center of American consumerism: Times Square. The fashion house shut down the Midtown plaza on May 16, splashing advertisements for real and imagined Gucci products across 50-some skyscraper-climbing screens before sending an assortment of very New York character-models down the runway. If we needed any reminder of just how …
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