Mark your calendars! Gucci is set to unveil its Cruise 2025 collection at the Tate Modern in London on 13 May. This highly-anticipated announcement marks the Italian brand’s debut in the British capital under creative director Sabato De Sarno, as he presents his first cruise collection for Gucci.

Gucci has always fostered a strong connection to London. Founder Guccio Gucci worked as a luggage porter at The Savoy in London in 1897, where he was inspired to create his own leather goods before setting up his eponymous brand in 1921 on Via della Vigna Nuova in Florence. London’s culture informed much of the brand’s visual identity.

For Sabato De Sarno’s first cruise collection, London’s diverse culture will once again serve as inspiration, and he undertook multiple journeys to the capital to prepare. “Sabato De Sarno seeks to capture the essence of London’s spirit – a coming together of ideas, styles, and personalities, defined by contrasts that spark creativity,” Gucci said in a statement.

Gucci SS24

Gucci SS24

Gucci’s decision to unveil its Cruise 2025 collection at Tate Modern highlights the brand’s focus on the confluence between art, fashion and heritage. “Tate Modern stands as a hub of creativity and dialogue, where diverse perspectives converge to spark meaningful conversations and foster cultural exchange,” Gucci stated. “Here, the interplay of art and architecture creates an environment that inspires innovation and challenges boundaries much like the city itself.”

Gucci will also support the Electric Dreams exhibition at Tate Modern, in addition to entering into a three-year partnership championing the museum’s work with young creatives, which speaks to the Italian brand’s commitment to fostering emerging culture. “Embracing a shared commitment to inclusivity and empowerment, Gucci and Tate aim to encourage positive exchanges within communities, and inspire creativity across diverse audiences,” Gucci elaborated.

Gucci has previously staged its Cruise collections in Seoul’s historic Gyeongbokgung Palace, London’s Westminster Abbey, Florence’s Palazzo Pitti, and Roman necropolis Alyscamps in Arles, France. Tate Modern is the latest in a string of culturally significant sites to welcome the brand.

Early indications suggest that Sabato De Sarno’s Gucci will lean into sharp tailoring with a touch of glamour, so it will be interesting to see how the creative director weaves London’s cultural elements into his designs for Cruise 2025. With Tate Modern’s historic façade serving as the backdrop, this is certainly a show to have on your radar.

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