Demna’s second Gucci show after Gucci Memoria (Milan, September 2025), and his first Cruise for the house. A limited-edition Gucci NY capsule launched the next day across five New York retail locations. Strategic context — Kering chose New York to lean into North American luxury demand; Altagamma’s 2026 projection forecasts 4.5% North America growth.
- Brand
- gucci
- Description
- Demna's debut Cruise show for Gucci, staged on a runway laid along Broadway between 46th and 48th Streets in Times Square on Saturday 16 May 2026. Branded "GucciCore", the collection emphasised foundational wardrobe staples (peacoat, pencil skirt, cropped leather jacket and matching miniskirt) over resort fantasy, with Tom Ford-era 1990s/2000s archive references. An 8:30 p.m. pre-show video took over roughly fifty surrounding skyscraper screens with mock Gucci ads (Gucci Time, Gucci Life, Gucci Acqua, Gucci Gym, Palazzo Gucci Hotel). Celebrity walkers included Cindy Crawford, Tom Brady, Paris Hilton, Alex Consani, Mariacarla Boscono and Dree Hemingway.
- Designer
- demna-gvasalia
- Themes
- mass-spectacle, archive-activation
- Venue
- times-square
- Year
- 2026
Connections
Outbound
- Produced by → Gucci
- Designed by → Demna Gvasalia
- Held at → Times Square
- Extends → Memoria
Posts
- Gucci Cruise 2027: Demna's Times Square primary 18 May 2026