Gucci has announced that its Cruise 2025 show will be held at London’s Tate Modern on May 13. Creative director Sabato De Sarno, who took over the luxury brand’s helm in January last year, will present his first cruise collection in this iconic venue.
London follows in the footsteps of Seoul, where Gucci showed it previous Cruise collection at the Gyeongbokgung Palace last May.
Gucci’s ties to London run deep, as the brand’s origins are closely linked with its founder, Guccio Gucci. In 1897, Gucci worked as a luggage porter and lift boy at The Savoy hotel in London. During this period, he directly observed the preferences and requirements of travelers, assisting them from one floor to another. Witnessing the opulent luggage and stylish attire of the guests was a significant motivation for him to establish his own leather goods company shortly after returning to Italy from London.
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