Gucci Presents Its New Cruise Collection In London Next May

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London, where everything started.

The House will showcase its Cruise 2025 collection, designed by Creative Director Sabato De Sarno, in London, on May 13.

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The choice of location pays tribute to Gucci’s profound connection to the British capital, intrinsically linked to the brand’s heritage, and offers new opportunities to delve into the integral role the city has played in shaping the brand's narrative throughout its storied history as a world-renowned symbol of Italian craft, visionary creativity, and innovative design.

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Gucci and London

The story of Gucci began in London in 1897 when a young Guccio Gucci took a job as a luggage porter and liftboy at the city’s exclusive The Savoy hotel. Carrying guests’ luggage through its famous revolving entrance doors and operating the lift up to the rooms and suites, the teenage Guccio encountered up close the tastes and lifestyle of the international elite, absorbing – as if by creative osmosis – new ideas, broader horizons, and more worldly cultural concerns. Inspired by these experiences, and with a new-found aspiration to make his name synonymous with the art of luggage making, Guccio returned to Florence and in 1921 founded his eponymous leather-goods house, followed by the first Gucci store on the city’s Via della Vigna Nuova.