Overview
- Gucci transformed New York’s Times Square into a billboard‑livestreamed runway for its Cruise 2027 presentation Saturday night, marking Demna’s first cruise outing for the house.
- Tom Brady, Cindy Crawford and Paris Hilton walked the runway, while Mariah Carey, Kim Kardashian and Shawn Mendes led a star‑packed front row.
- Demna framed the collection as “GucciCore,” focusing on wearable city staples like peacoats, pencil skirts and slim suiting with nods to Tom Ford‑era glamour.
- The show opened with tongue‑in‑cheek billboard spots for real and fictional lines such as Gucci Gym, Gucci Pets and Gucci Life, underscoring the brand’s playful, mass‑scale messaging.
- Kering has reported a drop in recent quarterly sales, and CEO Luca De Meo has vowed to “make Gucci unmissable,” positioning the Times Square takeover as a key move in the label’s turnaround.