Para el desfile Cruise 2025 en el hogar del arte moderno de la ciudad, la Firma ha explorado su conexión histórica con Londres. En 1897, el fundador de la Firma, Guccio Gucci, viajó a Londres, donde encontró trabajo como botones en el hotel Savoy. Animado por el espíritu enérgico de la ciudad, regresó a Florencia para abrir una tienda de artículos de viaje, con la aspiración de reflejar, a través de su equipaje, una nueva forma de vida. Más de un siglo después, Londres sigue siendo un lugar de convergencia cultural y continúa manteniendo sus paralelismos con el constante proceso de autodescubrimiento de Gucci, que siempre recurre a los elementos clásicos que anclan su narrativa basada en el legado.

Inspirado en sus muchos viajes a Londres a lo largo de los años, el Director Creativo Sabato De Sarno busca captar la esencia de la ciudad. Londres y Tate Modern, conectados a la Firma tanto por su pasado como por su espíritu, se convierten en el escenario ideal para mostrar la visión de Sabato De Sarno para el desfile Cruise 2025.

Descubra más sobre la historia fundacional de Gucci y su conexión con Londres en un episodio especial del episodio de Gucci Podcast con el escritor Charlie Porter.

For the Gucci Cruise 2025 fashion show in London, the House is collaborating with not-for-profit Grow to Know by contributing a tapestry of around 10,000 plants from the runway set-up at the Tate Modern to the organization. The greenery will be used for projects around the city including ‘Life Under the Westway’, cultivated by Grow to Know, aimed at transforming Maxilla Gardens into a community garden that tells local stories of the past and present. The initiative is also supported by the Royal Horticultural Society and Life Under the Westway: Maxilla Gardens will open the first RHS Community Chelsea garden this May in association with the RHS Chelsea Flower Show.

The collaboration is part of the House’s efforts towards the sustainable management of collection presentations, digital events, and advertising campaigns through the ISO 20121 certification, which all Gucci’s physical shows have obtained since September 2019, under which reusing and extending the life of sets is a best practice. Additionally, through the Gucci Changemakers Volunteering program, employees will have the opportunity to actively contribute to community projects supported by Grow to Know, which is committed to cultivating community, creative and cultural nature access, and action.

“To explore a creative direction is to bring yourself into an already-existing space and show it through your eyes, working from room to room with the goal of reshaping the building again. We choose London for the Cruise show, knowing that was the right choice. I owe a lot to this city, it has welcomed and listened to me. The same is true for Gucci, whose founder was inspired by his experience there. The House’s return is driven by a desire to be immersed in its distinctive essence, its creative driving force with its limitless capability to put together contrasts, make them converse, and find ways to coexist. Today we are here to celebrate that spirit. Tate Modern is the perfect cross-section to narrate the city’s essence, with its great Turbine Hall that welcomes and gathers everyone, and with the Tanks, generators of ideas.” Sabato De Sarno