Sabato De Sarno recently staged his first cruise presentation for Gucci at the Tate Modern in London, a departure from the brand’s previous extravagant locations. The industrial setting of the gallery signified a shift towards a grittier interpretation of Gucci in 2024. The collection featured mixed-wash denim pants, brothel creepers, and workwear popovers in browns, reflecting a more realistic aesthetic. De Sarno highlighted his connection to the city of London, stating that he owes a lot to it, much like the brand was founded on Guccio Gucci’s experience working as a porter at The Savoy in 1899.
The Tate Modern was chosen as the venue for the presentation due to its representation of the city’s essence, with the Turbine Hall welcoming and gathering everyone, and the Tanks serving as generators of ideas. The event was attended by notable guests such as Solange Knowles, Kate and Lila Moss, Paul Mescal, Dua Lipa, Little Simz, and Alexa Chung, with Mark Ronson, Kaytranada, and Arca providing the soundtrack for a post-show celebration in the gallery’s basement. The frontlines of Gucci’s 2025 cruise catwalk showcased a diverse array of best-dressed guests, capturing the essence of the brand’s new direction under De Sarno’s leadership.
De Sarno’s presentation marked a departure from the extravagant and whimsical aesthetic established by his predecessor, Alesandro Michele. Instead, the focus was on a more pared-back and realistic interpretation of Gucci, reflecting the brand’s evolution in 2024. The collection featured a mix of utilitarian and casual pieces, such as denim pants and workwear popovers, in a color palette of browns. De Sarno emphasized the connection between the brand and the city of London, highlighting the importance of the Tate Modern as a reflection of the city’s essence.
The event at the Tate Modern served as a celebration of the brand’s history and future, with references to Guccio Gucci’s origins as a porter at The Savoy in 1899. De Sarno’s choice of venue symbolized the brand’s commitment to innovation and creativity, with the Turbine Hall and Tanks representing the gathering of ideas and the generation of new concepts. The guest list included a mix of celebrities and fashion influencers, reflecting the diverse and inclusive nature of Gucci’s vision for the future of the brand.
Overall, the presentation at the Tate Modern marked a significant moment in Gucci’s history, signaling a shift towards a more realistic and grounded interpretation of the brand under De Sarno’s leadership. The collection showcased a mix of casual and utilitarian pieces, reflecting the brand’s evolution in 2024. The event was a celebration of the brand’s history and future, with a focus on inclusivity and creativity. Guests at the event included a mix of celebrities and influencers, capturing the essence of Gucci’s new direction.
