Gucci Grows an Enchanted Garden in London's Tate Modern
For its Cruise 2025 show helmed by Sabato de Sarno.
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.
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.”
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WHERE: 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. The runway bloomed with mossy flooring and walls while dainty flowers sprouted from the floor creating an immersive botanic tapestry.
WHO: 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.
SEE: 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.
HEAR: The venue was filled with an etheral soundtrack including Blondie’s “Heart of Glass” — a nod to the brand’s “Blondie” bag and Frankie Goes To Hollywood’s “The Power of Love.” Audience members remarked after the show that it was one of Gucci’s most striking collections yet.
TOUCH: The juxtaposition of material underscored De Sarno’s artistic vision; effortlessly joining patchwork denim, lace and smooth leather. An exquisitely detailed beading technique was used to create two striking jackets in green hues as well as a ombre dress.
TASTE: 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 daisy, seen on trench coats, skirts and voluminous capes. Elsewhere, accessories included mesh tote bags, slim neck ties and a heavy helping of pearl jewlery.
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