Subverting the codes of dressing, propriety, and properness, Gucci held its Cruise 2025 fashion show with a sense of tension between different ideas, ideals, and identities. A celebration of the individual, it was held at the Tate Modern in London. This public space connects different people with culture; it’s a diverse and unique arena for exchange, unexpected juxtapositions, and unanticipated rendezvous. For this show, the outside is brought in: the bare concrete Tanks are invaded by a poetic panorama of greenery bringing Gucci’s acute detail consideration to light.

A collection of dichotomies, the Gucci Cruise 2025 brings together eveningwear and daywear with contradictions giving different points of view – twisting archetypes and challenging preconceptions – where the sartorial fuses with workwear, and street with salon. It’s a world for itself with rigor and extravagance, strength in delicacy, Englishness with an Italian accent, ideas of the House’s experiences of a city and its culture expressed through the clothes we wear. Along the way, embroideries, tailoring and leatherworking reflect the union of craft and fashion, creating a new form of universal language, a shared human vocabulary, with every perfect detail.

All in all, the memories and recollections of places, people and ideas of Gucci’s Creative Director Sabato De Sarno are woven into a new story, reflective of both the deep and meaningful connections to the city through Gucci’s heritage, and the designer’s personal experiences.