In 1899, Guccio Gucci's experience as a porter at London's Savoy Hotel inspired him to create a luxury brand that catered to the elite's refined tastes. Today, Gucci is at another turning point, led by new creative director Sabato De Sarno.
Critics have labeled his vision as too safe, but his recent Gucci Cruise 2025 show in London suggests a fresh direction, Harper’s Bazaar writes.
Held at the Tate Modern, the show featured a blend of De Sarno's favorite styles—short shorts, minis, mod jackets, and fluid gowns—alongside innovative pieces like fringed jeans and floral prints. Paying homage to British style, the collection included tartans, plaids, and punk-inspired creeper shoes, as well as revivals of classic Gucci designs like the Blondie bag and sheer pussy-bow blouses.
De Sarno’s vision caters to a new generation of It girls, from mainstream stars like Dua Lipa and Taylor Swift to edgy fashion icons. These women embody the cool, aspirational image that De Sarno aims to capture.
Gucci is all about desire, and De Sarno’s approach resonates by offering a stylish, wearable wardrobe for the modern It girl. By aligning his designs with the tastes of these influential figures, De Sarno is positioning Gucci to thrive in today’s fashion landscape. /BGNES