Gucci Took Over Times Square For Cruise 2027
Demna brought his menagerie of characters over to New York City for the Gucci Cruise 2027 collection.
Leave it to Demna to turn Times Square into a Gucci runway spectacle. On May 16, the towering billboards flashed advertisements for both real and fictional Gucci ventures – from Gucci Underwear to Gucci Life and many more – before models stepped onto the concrete-paved runway embodying quintessential New York style archetypes with a distinctly Gucci take.
By Demna’s own admission, it’s his most commercial-forward collection yet, but it’s also a homecoming of sorts; after all, New York was home to the first Gucci store ever opened outside of Italy. Aptly titled Guccicore, the Gucci Cruise 2027 collection was a mix of glamour, sensuality, and contemporary wear, which served as an extension of Demna’s study of ‘everyday’ wear
See more highlights from the collection below.
BIG, BOLD, AND GLAMOROUS
Less isn’t more, at least not for Demna’s version of Gucci. The collection embraced unapologetic glamour and ’90s extravagance, offering plenty of big fur coats – one of which a brunette Paris Hilton appeared with on the runway – and evoking drama in the fluid sheer dress Alex Consani wore with a necklace featuring multicoloured gems. If indulgence were a crime, Demna showed little to no concern, and once these pieces arrive in stores, few of us likely will either.
THE GUCCICORE WARDROBE
Instead of sophisticated vacation wear for Cruise, Demna went another route with what he calls the “Guccicore” – wearable, practical styles through the lens of Gucci. The result is a lineup of everyday wear with Italian glamour: tailored peacoats, slouchy denim, and polished suiting. With this, Demna sets the foundation for a signature aesthetic, paving the way for further reinterpretations in the seasons to come.
OUT IN THE CITY
New York serves not merely as a backdrop; it’s a cultural reference point for Demna’s character-study approach. The narrative of bustling New York style unfolds through the deliberate styling that sends models carrying an iPhone, hugging a bouquet of flowers, or holding books in one hand. These details perfectly mirrored the rhythm of modern-day commuters and positioned Gucci at the centre of contemporary culture.
SEXY IS BACK, FOR GOOD
His Fall/Winter 2026 collection brought sexy back to Gucci, and if this cruise collection tells us anything, it’s here to stay. He further explored this sensuality with a streetwear approach in a slew of skintight and revealing silhouettes. Women appeared in lacy bodysuits peeking out under oversized blazers worn off-shoulder, while an asymmetrical fur dress draped to expose the legs. The menswear was injected with the same visual language, featuring bandeau tops in Gucci’s signature red-and-green stripes and sleek, body-hugging leather jackets that even Tom Brady looked eager to wear as he made a cameo on the runway.
ACCESSORIES MADE FOR ALL ARCHETYPES
There is a bag for everybody: a fittingly spacious tote bag for the always on-the-go, a slinky clutch for the party-goers, and a selection of handbags for those simply cruising through life. He also made a case for the monogram-obsessed: the brand’s classic double G logo made a reappearance on the belts and many bags – very 2000s-coded, yet perfectly in line with Demna’s Gucci that uses irony and nostalgia as a form of modern commentary.