On May 13th 2024, Gucci plans to debut their new Cruise show. The event is set to be held in London, which is intentional due to Gucci’s “profound connection to the British capital”.

Cruise collections are mid-season collections, designed for the elite and wealthy clients whilst they holiday on yachts or cruises. They are typically during the winter months, and initially began in 1919 when Gabrielle Chanel realised her clients needed a new wardrobe for their winter holidays.

Whilst we don’t have much information of what the show will entail, we can speculate. Previous Gucci Cruise shows have shut down Hollywood Boulevard and a 13th century citadel in Puglia, with last year’s Cruise show being showcased in a 14th century Seoul Palace. Each show demonstrates an array of different garments and looks, with an abundance of celebrities making an appearance in their finery. With celebs such as Phoebe Bridgers, Macaulay Culkin, Dakota Johnson, Paul Mescal, and Lana Del Ray being in previous attendance, the Gucci Cruise shows are the place to be.

Gucci’s 2024 Cruise show held in The Gyeongbokgung Palace, Seoul

The collection has been overseen by the Italian fashion house’s current creative director, Sabato De Sarno. De Sarno has only been the creative director of Gucci since May 2023, and at this moment has only presented two collections. He has previously worked at Prada, Dolce & Gabbana, and joined Valentino in 2009.

Sabato De Sarno, creative director of Gucci

The pressure has been applied for Sabato De Sarno, who has been tasked at helping the brand increase growth. Sales and growth were at an all time high in the 2010s due to the creative director’s, Alessandro Michele, maximalist approach. However during and since the pandemic, sales have decreased due to consumers wanting a more minimalist approach to fashion. This means that this Cruise show has been highly anticipated, with consumers eager to see what this brings for the Gucci brand.

By Emma Foakes

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