Gucci hosts a Star Studded Fashion Show in London’s Tate Modern

Luxury Italian fashion house Gucci turned this otherwise industrial space into a lush green jungle, setting the stage for its star-studded Cruise 2025 collection runway show. The choice of the Tate Modern as the venue was deliberate. Gucci typically stages its shows in Milan, but for its cruise collections, it seeks out unique locations worldwide. Last year, it was the Gyeongbokgung Palace in Seoul, South Korea.

As the world emerges from a period of isolation, Gucci’s decision to host this event now is a testament to the brand’s commitment to revitalizing the industry and its patrons’ spirits.

Sabato De Sarno, Gucci’s creative director, masterfully blended contrasts in his latest designs. Models gracefully walked down a runway around hundreds of ferns, overhanging plants, and mossy paths. The mass of green served as a striking contrast to the otherwise grey, industrial space of the basement of the museum.

The basement gallery of the museum was filled lush and fragrant 10,000 plants to be donated to the local community projects following the show. The first model walked down the runway as Venetian musician Yakamoto Kotzuga began the soundtrack, wearing thick-rimmed glasses, a slouchy suede blazer that was undone over a loose shirt with a daisy print, and baggy jeans with patchwork reminiscent of the 1950s. Gen Z was the target audience for these carefree outfits, as they revisit bohemian summer trend.

Why London

London, with its rich tapestry of history and culture, serves as the perfect canvas for Gucci’s creative exploration.

Inspired by multiple journeys to London over time, Creative Director Sabato De Sarno sought to capture the city’s essence at Tate Modern – a place where art, design, and fashion intertwine. London and Tate Modern, which is connected both in heritage and spirit, became the perfect setting to showcase Sabato De Sarno’s vision for the Cruise 2025 show.

The show’s title, “We’ll Always Have London,” served as a love letter to the British capital. Gucci recognizes London’s pivotal role in its founder’s story. More than a century later, the notion of London as a place of cultural convergence still holds true, as do its parallels with the House’s constant journey of self-discovery (Gucci). The checked jackets in the collection nod to British style, while shimmering bead fringe squares on dresses and coats pay homage to Scottish plaids.

A tribute to London’s Icons

The 2025 Cruise Collection drew inspiration from London’s eclectic history and its status as a cultural melting pot. The line pays homage to the city’s punk rock era, the elegance of the Victorian age, and the unapologetic flamboyance of the Swinging Sixties. Each piece tells a story, a narrative of rebellion, sophistication, and liberation.

From the rebellious energy of David Bowie to the timeless elegance of Audrey Hepburn, Gucci’s designs reflect the city’s ability to constantly reinvent itself while honouring its past.

The front Row

The fashion show was a constellation of celebrities and fashion royalty. K-pop star Lee Know of Stray Kids, pop sensation Dua Lipa, and Bollywood actor Alia Bhatt were among the luminaries who graced the front row, clad in Gucci’s Fall/Winter 2024 collection. They joined the likes of supermodel Kate Moss and actors Paul Mescal and Andrew Scott, witnessing Gucci’s love letter to London.

Also in attendance were Salma Hayek and her husband, Francois-Henri Pinault, the chair and CEO of Kering, Gucci’s parent company.

Gucci’s Future Trends

Looking ahead, Gucci’s vision is clear: a future where fashion is a playground of contrasts. Expect to see a continuation of bold prints, a play on textures, and a daring approach to colour palettes. The Fall Winter 2024 collection hinted at a dreamlike quality, with coats taking centre stage, and a new line of handbags and horse-riding boots adding to the elegance.