On Monday, May 13, 2024, Gucci unveiled its cruise collection at London's Tate Modern museum. The event marked the first cruise collection by Sabato De Sarno, Gucci's new creative director since last year. The showcase featured a wide array of designs, including sheer outfits, relaxed denim, and luxury evening wear, all complemented by Gucci’s signature leather accessories. The setting, a transformed concrete basement in the Tate Modern, mimicked a lush jungle environment, enhancing the contrast between the naturalistic elements and the industrial venue.
The fashion show attracted numerous celebrities, with front-row guests including actors Paul Mescal, Andrew Scott, singers Dua Lipa, Solange Knowles, and Salma Hayek alongside her husband Francois-Henri Pinault, the CEO of Kering, Gucci's parent company.
De Sarno’s collection emphasized a blend of "rigor and extravagance" and featured footwear designed for comfort, pairing even the most glamorous outfits with Mary Jane shoes, ballet flats, or platform loafers. This event not only highlighted Gucci's latest designs but also paid homage to British style and the brand's historical connections to the UK.