Gucci transformed Times Square into a giant open-air runway as creative director Demna unveiled the Italian fashion house’s latest cruise collection in New York City.
The high-profile event underscored efforts by parent company Kering to reinvigorate its flagship label at a time when Gucci faces slowing sales growth and softer global luxury demand.
The choice of Times Square, one of the world’s busiest public spaces, carried symbolic significance for Gucci, whose international expansion began in Manhattan with the opening of its first store outside Italy in 1953. The fashion show was simultaneously broadcast across the square’s massive digital billboards, turning the iconic commercial hub into a fully immersive luxury showcase.
The collection, titled “GucciCore,” was described by Demna as a “return to the roots” and an effort to reposition Gucci at the center of contemporary urban culture.
The designs blended tailored suits, oversized coats, and flowing gowns, creating a visually diverse collection inspired by the rhythm and contrasts of modern city life.
The event attracted a star-studded audience spanning fashion, entertainment, and sports, including Cindy Crawford, Tom Brady, Anna Wintour, and Mariah Carey, adding to the spectacle surrounding the show.
The showcase comes at a critical moment for Kering, which is seeking to revive Gucci’s performance after the brand reported an 8% decline in first-quarter sales amid weaker consumer spending in several major markets and mounting pressure across the global luxury sector.
The runway presentation forms part of a broader strategy led by Kering CEO Luca de Meo aimed at improving profitability and restoring Gucci’s appeal as the group’s primary earnings engine alongside Saint Laurent and Boucheron.
By staging one of its most ambitious public fashion events in years, Gucci is signaling a renewed effort to reconnect with younger audiences and reassert its cultural influence in an increasingly competitive luxury market.
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