{"id":802531,"date":"2026-05-17T09:15:21","date_gmt":"2026-05-17T09:15:21","guid":{"rendered":"https:\/\/www.europesays.com\/us\/802531\/"},"modified":"2026-05-17T09:15:21","modified_gmt":"2026-05-17T09:15:21","slug":"gucci-turns-times-square-into-runway-as-label-debuts-new-cruise-collection","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/us\/802531\/","title":{"rendered":"Gucci turns Times Square into runway as label debuts new Cruise collection"},"content":{"rendered":"

Gucci\u2019s creative director Demna presented his first Cruise collection for the Italian \u200cluxury brand on Saturday night in New York, transforming Times Square into a runway as owner Kering seeks to revive its struggling flagship label<\/a>.<\/p>\n

The splashy show, livestreamed on billboards in one of the most visited places on the planet, was a nod \u200bto Gucci\u2019s ties to Manhattan \u2014 the birthplace of its international expansion and where the Italian house \u200bopened its first store outside Italy in 1953.<\/p>\n

The \u201cGucciCore\u201d collection unveiled on Saturday \u201cfeels like a \u2060homecoming for the brand,\u201d Demna said in a statement.<\/p>\n

Cindy Crawford walks the runway at the Gucci Cruise 2027 collection fashion show at Times Square on May 16, 2026. AFP via Getty Images<\/p>\n

People wait for the start of the Gucci Cruise 2027 collection at Times Square in New York City, May 16, 2026. REUTERS<\/p>\n

\u201cI wanted to do the impossible and place Gucci \u200bat the centre of this metropolis,\u201d he added.<\/p>\n

Cindy Crawford and former football quarterback Tom Brady were among the \u200bmodels who donned Demna\u2019s variety of styles, from business suits and trench coats to full-length gowns, in front of an audience of celebrities including Anna Wintour and Mariah Carey.<\/p>\n

The collection\u2019s range reflects the \u201cplurality of styles that intersect like the streets of the \u200bcity,\u201d Demna said.<\/p>\n

Cruise collections, once limited to resort attire, are now often presented in locations that allow \u200bbrands to link their designs to a geographic narrative. They are staged in addition to the biannual fashion calendar.<\/p>\n

Tom Brady presents a creation from the Gucci cruise 2027 collection, May 16, 2026. REUTERS<\/p>\n

A model walks the runway during the Gucci Cruise 2027 collection, May 16, 2026. REUTERS<\/p>\n

Gucci\u2019s \u200cdecision \u2060to host the show in New York comes as many European luxury brands turn to the North American market to drive growth.<\/p>\n

French fashion house Christian Dior unveiled its Cruise collection in Los Angeles<\/a>\u00a0this month.<\/p>\n

The show followed Demna\u2019s runway debut for the house in Milan in February. The Georgian designer spent a decade at \u200bKering\u2019s Balenciaga brand before taking \u200bover as Gucci\u2019s creative \u2060director in July last year, stepping into a role previously held for two years by designer Sabato De Sarno.<\/p>\n

The Gucci brand makes up a majority of profit \u200bat French conglomerate Kering, which sought a creative reset when it appointed Demna \u200bto Gucci\u2019s top \u2060design role.<\/p>\n

Sales at Gucci\u00a0dropped by 8%\u00a0in the first quarter from the previous year, the luxury fashion group said in April, as the\u00a0Iran war<\/a>\u00a0hurt spending by Middle Eastern shoppers and curtailed international travel. Kering called the quarterly \u2060results \u200ba \u201cfirst step\u201d in its recovery.<\/p>\n

Kering, which also owns Yves Saint Laurent \u200band jeweler Boucheron, appointed Luca De Meo as CEO last September to lead a turnaround \u2014 especially at Gucci. He has\u00a0pledged to more than \u200bdouble\u00a0the luxury group\u2019s operating profit margin and boost Gucci\u2019s appeal.<\/p>\n","protected":false},"excerpt":{"rendered":"Gucci\u2019s creative director Demna presented his first Cruise collection for the Italian \u200cluxury brand on Saturday night in…\n","protected":false},"author":3,"featured_media":802532,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[5122],"tags":[5229,16532,218815,71168,5249,26514,5248,405,403,5226,5225,5228,5227,9307,1263,67,586,132,5230,68,1154,2969],"class_list":["post-802531","post","type-post","status-publish","format-standard","has-post-thumbnail","category-new-york","tag-america","tag-anna-wintour","tag-cindy-crawford","tag-gucci","tag-manhattan","tag-mariah-carey","tag-metro","tag-new-york","tag-new-york-city","tag-newyork","tag-newyorkcity","tag-ny","tag-nyc","tag-times-square","tag-tom-brady","tag-united-states","tag-united-states-of-america","tag-unitedstates","tag-unitedstatesofamerica","tag-us","tag-us-news","tag-usa"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@us\/116589161881035851","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/802531","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/comments?post=802531"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/posts\/802531\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media\/802532"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/media?parent=802531"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/categories?post=802531"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/us\/wp-json\/wp\/v2\/tags?post=802531"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}