We chose 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.
– Sabato De Sarno   For the Cruise 2025 fashion show at London’s Tate Modern, the Creative Director wove together his recollections of places, people, and ideas into a new story, one that is reflective of Gucci’s deep connections to the city and his own. Music remixed by Mark Ronson,  additional production and arrangements by Julian Dobson   Credits:  Yakamoto Kotzuga – Fuga Frankie Goes to Hollywood – The Power of Love Blondie – Heart of Glass Tirzah, Coby Sey – Devotion Koreless – Sun (BBC Maida Vale Sessions) #GucciCruise25 #GucciLondra

Final steps before the reveal of Sabato De Sarno’s first Cruise collection, featuring the iconic Horsebit emblem inspired by the equestrian world when it was first introduced in the late 1940s. Tonight at 9 p.m. BST Tate Modern, London #GucciCruise25 #GucciLondra #GucciMaestria

The art of craft. Up-close details from the Cruise 2025 collection by Sabato De Sarno before its debut in London. Tonight at 9 p.m. BST Tate Modern, London #GucciCruise25 #GucciLondra #GucciMaestria

One day to go until the Cruise 2025 fashion show by Sabato De Sarno in London, where the House’s story started with its founder, Guccio Gucci, whose initials inspired the archival Gucci Blondie logo from the 1970s. Tomorrow at 9 p.m. BST Tate Modern, London #GucciCruise25 #GucciLondra #GucciMaestria

Meet you at Tate. — Little Simz Connected to the House, both in heritage and in spirit, London and Tate Modern become the ideal settings to showcase Sabato De Sarno’s vision for the Cruise 2025 fashion show. Cruise 2025 Fashion Show Monday, May 13 at 9 p.m. BST Tate Modern, London #GucciCruise25 #GucciLondra

It’s a date. — Kate Moss British icon Kate Moss revisits the places in London close to the heart of the House—including The Savoy hotel where young Guccio Gucci worked as porter, ahead of the Cruise 2025 fashion show by Sabato De Sarno. Cruise 2025 Fashion Show Monday, May 13 at 9 p.m. BST Tate Modern, London #GucciCruise25 #GucciLondra

Where it all began. Returning to the city that inspired its founder, the House prepares to unveil the first Cruise collection by Creative Director Sabato De Sarno at Tate Modern, set against the backdrop of the city’s dynamic landscape. Cruise 2025 Fashion Show Monday, May 13 at 9 p.m. BST Tate Modern, London #GucciCruise25 #GucciLondra

A shared passion. On the court with a GG duffle, Global Brand Ambassador Jannik Sinner continues his special relationship with the House with a new campaign that celebrates the Italian athlete’s inspiring journey and the beauty of a sport that speaks deeply to Gucci’s heritage. #JannikSinner

Gucci is a feeling. Through these words, drawn from an archival Gucci advertisement from the 1980s, the new campaign by Creative Director Sabato De Sarno pays tribute to Global Brand Ambassador Jannik Sinner’s journey, weaving a narrative of excellence that celebrates his achievements and reflects Gucci’s longstanding presence within the world of tennis. #JannikSinner

In the midst of highs and lows, no one ever stands alone. It’s never just an individual story; it’s a shared feeling. — Jannik Sinner Seamlessly embodying Gucci’s strong relationship with tennis that first began in the 1970s, Global Brand Ambassador Jannik Sinner stars in a new reportage- style campaign shot by Riccardo Raspa, who followed the championed tennis player during practice and tournaments around the world. Creative Director: Sabato De Sarno Artistic Director: Riccardo Zanola Photographer: Riccardo Raspa #JannikSinner

Sharing stories of elegance, tennis and heritage are brought to the fore with the monogrammed duffle. ⁣ ⁣ Stay tuned for a new campaign, revealed tomorrow.

Evocative of the House's origins in travel, the Gucci duffle brings its timeless aesthetic to the tennis realm.