Gucci takes over Times Square for Cruise show as Kering eyes revival

Gucci, under the creative direction of Demna, has staged a spectacular return to its roots, transforming the iconic Times Square into a dazzling runway for its Cruise 2027 collection. This bold move signifies more than just a fashion show; it's a strategic statement by parent company Kering, which is seeking to reignite the luster of its flagship brand. By choosing New York, the very city where Gucci first expanded internationally in 1953, the brand taps into a rich heritage, calling it a "homecoming."

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The 'GucciCore' collection unveiled on Saturday 'feels like a homecoming for the brand,'

The spectacle itself was a testament to Gucci's enduring allure and its ability to command attention. The presence of global icons like Cindy Crawford and Tom Brady, alongside a constellation of stars and fashion elite, underscored the event's significance. Demna's collection, described as reflecting the "plurality of styles that intersect like the streets of the city," offered a diverse range, from sharp business suits to elegant gowns, mirroring the vibrant energy of Manhattan.

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'I wanted to do the impossible and place Gucci at the centre of this metropolis,'

This choice of venue and timing is particularly telling. As European luxury houses increasingly look to the North American market for growth, Gucci's New York takeover is a powerful signal of intent. It's a move that resonates deeply with the brand's narrative, celebrating its global journey from its Italian origins to its significant presence in America. The livestream on Times Square billboards ensured the brand's message reached an even wider audience, reinforcing its status as a global fashion powerhouse.

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The collection's range reflects the 'plurality of styles that intersect like the streets of the city,'