Touching down in London, Italian fashion house Gucci unveiled its highly anticipated Cruise 2025 collection at the iconic Tate Modern Museum on Monday. This event marks a significant moment for creative director Sabato De Sarno, presenting his first Cruise collection since joining the brand last year.
Entrusted with the mission to “turn Gucci around,” De Sarno has boldly embraced a sartorial and understated approach, a refreshing departure from Alessandro Michele’s eclectic maximalism that previously defined the brand.
The show, aptly titled “We’ll Always Have London,” drew inspiration from the brand’s storied past. The brand’s founder, Guccio Gucci, journeyed to London as a teenager in 1897, working as a bellhop at the luxurious Savoy Hotel. This pivotal experience later inspired him to open his first store in Florence in 1921, specializing in luggage.
Fashion and architecture once again intertwined at the Tate Modern, a museum reborn from the former Bankside Power Station. The raw, industrial aesthetics of the venue perfectly complemented De Sarno’s vision of contrasts, mirroring the contradictions and diversity that epitomize London.
“The return of the Maison is driven by a desire to immerse ourselves in the city’s unmistakable essence, its creative power, and its unique ability to unite contrasts and promote coexistence. The Tate Modern, with its magnificent Turbine Hall welcoming all, is the perfect backdrop to tell this story,” De Sarno explained.
The runway was a striking juxtaposition of harsh grey concrete and “wild” vegetation, symbolizing the interplay between spontaneous nature and decaying brutalist architecture. This visual narrative underscored the collection’s theme of embracing contradictions.
Adding to the excitement, Gucci is supporting the upcoming “Electric Dreams” exhibition, set to open at the Tate in autumn 2024. As part of a three-year collaboration, the brand aims to champion the museum’s initiatives with young creatives.
“With a shared commitment to inclusion and empowerment, Gucci and Tate aim to foster positive community exchange and inspire creativity among diverse audiences,” the fashion house declared.
The Gucci Cruise 2025 afterparty further amplified the evening’s allure. As the lights dimmed, the star-studded guest list became secondary to the musical performances by Mark Ronson, Kaytranada, and Arca, who masterfully curated the night’s soundtrack.
De Sarno’s vision of contrasts was evident throughout the evening. The creative director’s aim is to highlight the beauty of diversity and the harmony that can be found in embracing opposites and this theme of coexistence extended beyond the physical setting to the very essence of the night.
Stepping into the heart of London Gucci’s showcase at the Tate Modern stirred something within me, resonating with my recent move to the city. Like Guccio Gucci and Sabato De Sarno before me, I’ve found myself immersed in the pulsating rhythm of London’s streets, where every corner tells a story of contrasts and newfound freedoms. As I watched the night come alive as an extension of Gucci’s fusion of tradition and innovation, it felt like a reflection of my own journey – embracing my vibrant diversity and the endless possibilities that define life.
Just as the Tate Modern’s architecture bridges the old and the new, Gucci’s initiatives are designed to bridge generations, encouraging dialogue and creative exchange.
De Sarno’s debut Cruise collection and the surrounding festivities encapsulated this ethos perfectly. By drawing from London’s rich history and vibrant present, he showcased how seemingly disparate elements can coexist beautifully. This celebration of contrasts and unity not only defined the collection but also, in my opinion, set a hopeful tone for Gucci’s future under his direction.
Brad M | Media 
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