Gucci Lands in London With an Enchanting Cruise 2025 Show

Gucci returned to its city of ideation to unveil its Cruise 2025 showcase amidst the backdrop of a modern garden of eden. As Sabato de Sarno's first Cruise show for the luxury house, the dazzling event gathered the city's favorites and paid homage to the heritage of the brand. The idea for Gucci was born at London's Savoy Hotel where Guccio Gucci worked as a luggage attendant. He was inspired by the garments and travel bags of the hotel's guests and returned to Italy to start his own journey into luxury craftsmanship.

 

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Today, Gucci's journey to London is an ode to this legacy. The brand shares in a statement that it was , "driven by a desire to be immersed in [the city's] distinctive essence, its creative driving force with its limitless capability to put together contrasts, make them converse and find ways to coexist."

The Cruise 2025 show was staged at London's Tate Modern museum, a gallery opened by Queen Elizabeth II in 2000 and since known for its robust rotation of modern art. Dua Lipa, Demi Moore, Law Roach, Kate Moss, Paul Mescal, Andrew Scott and more came to support while show guests enjoyed performances from Arca and Kaytranada after the runway.

De Sarno's Gucci is sophisticated and savy in unison, playing with a mixture of signature textures and contemporary silhouettes. The first look of the show comprised of the staples of an everyday London uniform, light wash denim, a pastel top and a lightweight suit jacket. The garments that followed embraced a full color spectrum from bright orange to soft lavender arriving in flowing gowns, leather jackets and shimmering two-piece sets.

Sheer fabrics and underwear-as-outwear dressing arrived in full force, paired with plaid jackets and sleek black loafers. A key motif for the collection was the dasiy, seen on trench coats, skirts and voluminous capes. Elsewhere, accessories included mesh tote bags, slim neck ties and a heavy helping of pearl jewlery.

While you're here, check out must-know jewlery brands to add to your summer rotation.

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