Demna Shut Down Times Square for Gucci's Cruise 2027 Show
Introducing “GucciCore,” an ode to the people of NYC.
While most New Yorkers avoid Times Square like the plague, Gucci creative director Demna shut down the tourist trap and got all the fashion royalty there. Celebrating over 70 years in NYC, Demna completely hijacked Times Square’s towering digital billboards to drop “GucciCore,” a permanent new foundation for the House for Cruise 2027. The massive presentation turned the concrete plaza into a runway, serving up a beautifully chaotic love letter to the everyday people of New York City.
The cast was a total cross-section of city life, featuring Wall Street stockbrokers in pinstripes walking alongside downtown skaters in slouchy denim. High-end craftsmanship met pure street utility, transforming the iconic Web stripe into sleek bandeau tops while horsebit hardware anchored severe, metal-tipped boots.
The front row was elite, but the runway’s show-stopping moment belonged to Tom Brady, who walked in an all-leather look that has since broken the fashion internet. Other appearances included Paris Hilton and Candice Swanepoel. With fictional billboard ads for “Gucci Pets” flashing overhead, Demna proved that true luxury looks right at home in the middle of Manhattan chaos. “GucciCore” just cemented itself as the wearable ode to the Big Apple.
Check out some of the looks above, and head to the Gucci website for more.
For more in NYC, Frieze Week has come to a close, and these are our highlights.
