“Exploring the creative path is about bringing oneself into an existing space, presenting it from one’s own perspective, like giving each room a new look, ultimately achieving the goal of transforming the entire building.”
Gucci returns to its historical stage in London in 2025, hosting a Cruise collection fashion show at the Tate Modern, not only reflecting the brand’s deep respect for the city’s culture but also paying tribute to its rich creative history. Creative Director Sabato De Sarno brings the environment around the museum indoors: the water-mixed concrete walls of The Tanks exhibition hall are covered with creeping plants, creating a poetic green landscape. The juxtaposition of people and nature, emotions and simplicity, once again embraces contrasts, showcasing the two faces of London, as well as the two faces of life, echoing the proposition of the series’ binary contrasts on a symbolic level. Every detail exudes respect and innovation.
“Fashion design is a means of expressing ideas through research, exploration, and interpretation.”
Sabato De Sarno’s work embodies an aesthetic of contrasts: a combination of delicacy and extravagance, softness and strength, infused with Italian elements in an English style. Inspiration from the city and cultural interactions are showcased through clothing, challenging traditional dress norms. Contrasts between short jackets and floral embroidery, chiffon and ruffled edges symbolize protection and preciousness. The pairing of denim suits and ballet shoes brings a new style, while the Gucci Blondie handbag combines practicality and glamour. This collection is not just a fashion display, but also tells a story about contrasts and dialogues, emphasizing the importance of craftsmanship, highlighting the brand’s innovative spirit and dedication to details.
William Chan, Park Ki-young, Lee Know, Paul Mescal, Dua Lipa, Davika Hoorne, Kate Moss, Alia Bhatt, and other brand friends appeared at the Gucci 2025 Cruise event.
