Sabato De Sarno, current creative director of Gucci, is set to showcase the Italian luxury brand's latest collection at Tate Modern in London on Monday night. The venue choice reflects London’s historical significance to Gucci, which traces back to the brand’s founder, Guccio Gucci, who worked as a porter at The Savoy and was inspired by the luggage he handled. De Sarno cites various cultural elements of London as inspirations for his designs, including a nod to Princess Diana’s style.
Gucci, characterized by its Florentine roots and traditionally Italian aesthetics, has made concerted efforts to integrate more with London's eclectic cultural mix. This ties in with De Sarno’s direction for the brand, where he has brought in a more minimalist and wearable style since taking the helm in 2023. However, financial reports from Gucci's parent company, Kering, indicate a 20% sales drop for Gucci in the first quarter of 2024, pushing the need for revitalization, reminiscent of Guccio Gucci’s rejuvenation through London.
In addition to the fashion show, Gucci will host a pre-show cocktail party at The Savoy, reinforcing its historical ties to the location. The event not only underscores London's importance in Gucci’s heritage but also marks the beginning of a cultural partnership between Gucci and Tate Modern, supporting Tate’s initiatives with young creatives for the next three years.