LOVE LETTER TO LONDON

Held at the iconic Tate Modern, Gucci Creative Director Sabato De Sarno's Cruise 2025 collection creates a fresh narrative that reflects the brand's legacy and the city's vibrant culture.

- SONAL VED

It was a rainy start to the day—a classic London welcome. But, as we entered Tate Modern, where works of artist Paul Klee and painter David Hockney hang next to each other, it transitioned into a warm, all-embracing evening with Gucci Creative Director Sabato De Sarno’s creations for his debut Cruise collection 2025 on display at the iconic Turbine Hall. The show and the venue had a special meaning, after all, Gucci and London have a shared history. Brand Founder Guccio Gucci, who worked at The Savoy as a porter in 1897, was deeply inspired by London’s vibrant and diverse culture and took these influences back to Italy where he launched the luggage label in 1921. This ultimately set the foundation and shaped the identity of the global fashion house we know today. “I owe a lot to this city [London], it has welcomed and listened to me,” said De Sarno, whose personal connection to the city played a role in selecting the venue.

AS THE CURTAINS GO UP