Demna Takes Over Times Square With the Debut of “GucciCore” for Cruise 2027

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Summary

  • Gucci held a large-scale fashion show called “GucciCore” in Times Square to mark more than 70 years since the brand first opened a store outside of Italy, in New York City in 1953.

  • This collection, the fourth in a series exploring different personas by creative director Demna, builds on the styles seen in previous releases like La Famiglia, Generation Gucci, and Primavera.

  • Guests received a unique invitation to the show – a special brass key, reminiscent of the iconic ’80s Gucci Galleria, presented in a vintage leather pouch.

Gucci recently closed down Times Square in New York City for a major fashion event. Over 70 years after opening its first international store there, Gucci returned to its roots with a spectacular runway show called “GucciCore.” The show completely transformed the famous Manhattan plaza, using the large digital billboards to showcase a new, everyday collection designed by creative director Demna.

This collection, seen as the fourth part of Demna’s series exploring real people, is a love letter to the diverse individuals who define New York City. The runway show featured a wide range of New Yorkers, from the polished looks of Madison Avenue to the more casual styles of Brooklyn, SoHo, and Harlem. The show juxtaposed different worlds, with Wall Street professionals in classic suits walking alongside downtown skaters in relaxed denim, and elegant uptown women adding a touch of sophisticated luxury to the urban landscape.

Even before the models stepped onto the runway, Demna created a dramatic visual experience. He filled the screens of Times Square with a video showcasing made-up Gucci brands – like “Gucci Pets” and a “Palazzo Gucci” hotel – to suggest Gucci isn’t just about clothes, but a whole way of life. This sense of nostalgia was carried through to the invitations, which were designed as vintage brass keys packaged in aged leather, a nod to a private Gucci archive from the 1980s.

The clothing itself struck a perfect balance between practical design and luxurious detail. The brand’s famous Web stripe appeared as a stylish bandeau top, and the classic Horsebit detail was reimagined as a stirrup on bold, heeled boots. High-fashion techniques, like intricate sequin work and feather embroidery, added a touch of glamour, beautifully contrasting with functional pieces like reversible shearling coats, wrist-worn clutches, and roomy, casual tote bags.

The show attracted a very high-profile front row audience. While stars like Paris Hilton and Candice Swanepoel were present, it was Tom Brady who really stole the show. He walked the runway in a standout all-leather outfit that immediately went viral, challenging current trends focused on physical perfection.

Demna has created a strong and practical vision for the future of the brand, drawing inspiration from his latest collections. This new direction, dubbed ‘GucciCore,’ isn’t about fleeting trends—it’s a lasting tribute to the diverse and genuine style of New York City. It shows that Gucci’s classic identity feels perfectly at home on the city’s streets, appealing to everyone from skateboarders in SoHo to Super Bowl winners attending fashion shows.

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2026-05-18 09:26