This weekend, Gucci returned to New York City for GucciCore, the House’s Cruise 2027 collection staged in the heart of Times Square amid a sea of towering billboards and flashing screens. The Big Apple has long held a special place in Gucci’s history—it was here, in 1953, that the House opened its first store outside of Italy. Decades later, the city also became home to Gucci Galleria, an exclusive 1980s salon hidden above the Fifth Avenue flagship and accessible only to select clients carrying a gilded key.
The show invitation paid homage to that legacy, arriving as a brass key encased in an aged leather sleeve. GucciCore also marked the fourth chapter in Demna’s ongoing character-study approach to dressing, consolidating the visual codes and archetypes established across his earlier collections into one sharply defined wardrobe.
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Before the show began, Times Square’s towering screens flickered with a montage of real and imagined Gucci worlds—from Gucci Gym and Gucci Automobili to Gucci Pets and Gucci Viaggio—positioning the House not merely as a fashion label, but as an expansive cultural universe.
The collection itself reflected the many identities that coexist within New York City: Sharp-suited businesspeople in precise pinstripes, skaters in slouchy denim and relaxed tailoring, and uptown socialites draped in sweeping gowns, among countless other characters. Unfolding like a journey through the city’s distinct neighbourhoods—from SoHo and Harlem to Madison Avenue and Brooklyn—the show captured the energy, contradictions, and rhythm of everyday New York life.
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Gracing the front row was a dazzling lineup of A-listers including Shawn Mendes, Cindy Crawford, Paris Hilton, Mariah Carey, Phoebe Tonkin, and many more. There were also several Asian names spotted in the house that evening, from Davika Hoorne and Anne Curtis to Hayato Sano and Seungju Han.
