Gucci Turns 50 Times Square Screens Into Runway for Demna's First Cruise Show
Updated
Updated · The New York Times · May 18
Gucci Turns 50 Times Square Screens Into Runway for Demna's First Cruise Show
3 articles · Updated · The New York Times · May 18
Summary
Times Square became Gucci’s stage on Saturday night, with the brand converting the block between 47th and 48th Streets into a runway for Demna’s first cruise show.
About 50 giant screens were repurposed into a branded spectacle of fantasy imagery and mock products, underscoring Gucci’s push to “drive the narrative” around the collection.
The show also introduced GucciCore, a seasonless line designed as a permanent foundational wardrobe, helping explain why more clothes appeared than in Demna’s two earlier Gucci presentations.
Tom Brady, Cindy Crawford, Kim Kardashian and Mariah Carey were among the high-profile attendees, reinforcing the event’s celebrity-heavy, meta-kitsch positioning.
The Times Square takeover signals Gucci’s effort to make Demna’s vision more commercially durable after his September film debut and February runway show.