The Gucci Cruise 2025 fashion show frames it through the mind’s eye of Gucci Creative Director Sabato De Sarno. His memories and recollections of places, people and ideas are woven into a new story, reflective of both the deep and meaningful connections to the city through Gucci’s heritage, and his own personal experiences. Embroideries, tailoring, leatherworking, the hand. Here, craft and fashion can unify, crossing culture – they help create a new form of universal language, a shared human vocabulary.
The show takes place at the Tate Modern, a public space that connects different people with culture, a diverse and unique arena for exchange, for unexpected juxtapositions and unanticipated rendezvous. The same was true of The Savoy hotel for Guccio Gucci, inspiring his creation a century ago. The architecture of the building itself represents modernity – function rethought, as a frame for art. Further reconsidered, for this show the outside is brought in: the bare concrete Tanks are invaded by a poetic panorama of greenery. Man and nature, sentimental versus minimal, it again embraces duality, demonstrating two sides of London, two sides of life – a symbolic antithesis echoed in the collection itself.
