Gucci's creative director Demna presented his first Cruise collection for the Italian luxury brand in New York, transforming Times Square into a runway. The show featured models including Cindy Crawford and Tom Brady, showcasing a variety of styles from business suits and trench coats to full-length gowns.
Gucci ’s creative director Demna presented his first Cruise collection for the Italian luxury brand on Saturday night in New York , transforming Times Square into a runway as owner Kering seeks to revive its sales.
The splashy show, livestreamed on billboards, was a nod to Gucci’s ties to Manhattan, where the Italian house opened its first store outside Italy in 1953. Demna said the collection ‘feels like a homecoming’ for the brand. Models including Cindy Crawford and Tom Brady walked the runway, showcasing a variety of styles from business suits and trench coats to full-length gowns.
Cruise collections, once limited to resort attire, are now often presented in locations that allow brands to link their designs to a geographic narrative. Demna’s runway debut for the house in Milan in February preceded the New York show. Gucci’s appointment of Demna as creative director in July last year marked a creative reset for the brand, which sought to boost its appeal and sales.
Demna’s appointment came after a drop in sales and a need for a turnaround, with Kering appointing Luca De Meo as CEO last September to lead the recovery. The quarterly results, released in April, were described as a ‘first step’ in the recovery
Gucci Cruise Collection Demna Times Square New York Italian House Manhattan First Store Outside Italy First Runway Show Creative Director Designer Balenciaga Appointment Creative Reset Sales Turnaround CEO Kering Yves Saint Laurent Jewelier Boucheron Appoint Luca De Meo As CEO Boost Gucci’S Appeal Double The Luxury Group’S Operating Profit Mar
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