Gucci Debuts Demna Cruise Collection in Times Square

Gucci on Saturday staged its first Cruise collection under creative director Demna in Times Square, transforming the Midtown landmark into a livestreamed runway as Kering works to revive the Italian label that has faced slowing sales. The show, presented in New York on May 16, marked Demna’s debut for the brand in the Cruise line and was designed as a public, high-visibility link between Gucci and Manhattan, the borough where the company says it expanded internationally and opened its first store outside Italy in 1953.

The presentation, called GucciCore, was broadcast live on billboards across the square. In a statement, Demna described the collection as “a homecoming for the brand,” adding: “I wanted to do the impossible and place Gucci at the centre of this metropolis.” He also said the range reflects a “plurality of styles that intersect like the streets of the city,” using the Cruise setting to reinforce what has become a broader fashion trend: staging seasonal collections in locations that can tell a geographic story beyond resort wear.

The show featured a mix of tailored looks and formalwear, with models including Cindy Crawford and former football quarterback Tom Brady....