Gucci takes over Times Square for Cruise show as Kering eyes revival
Gucci's creative director, Demna, presented his first Cruise collection for the Italian luxury brand on Saturday night in New York, transforming Times Square into a runway as owner Kering seeks to revive its struggling flagship label. The splashy show was livestreamed on billboards in one of the most visited places on the planet. Demna said the "GucciCore" collection unveiled on Saturday "feels like a homecoming for the brand."
The show was a nod to Gucci's ties to Manhattan - the birthplace of its international expansion and where the Italian house opened its first store outside Italy in 1953. Cindy Crawford and former football quarterback Tom Brady were among the models. The collection's range reflects the "plurality of styles that intersect like the streets of the city," Demna said. French fashion house Christian Dior unveiled its Cruise collection in Los Angeles this month. The show followed Demna's runway debut for the house in Milan in February.
Sales at Gucci dropped by 8% in the first quarter from the previous year, the luxury fashion group said in April. Kering called the quarterly results a "first step" in its recovery. Kering appointed Luca De Meo as CEO last September to lead a turnaround - especially at Gucci. He has pledged to more than double the luxury group's operating profit margin and boost Gucci's appeal.
Quick Summary
Gucci presented its Cruise collection in New York's Times Square, with owner Kering aiming to revive the brand. The splashy show in Manhattan hints at a strategic move - but what could this mean for the luxury brand's future?
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