On Saturday evening, the Italian fashion house Gucci chose no less a location than the most famous place in New York: Times Square for the second fashion show of its new creative director Demna Gvasalia.
The models walked along a wide catwalk installed in the section of Manhattan bordered by 7th Avenue and Broadway. At the same time, the giant billboards for which the district is famous broadcast the show’s images.
The invited guests were shielded from the rest of the street by large black walls. Nevertheless, numerous onlookers and tourists were also able to watch the show live from the road.
Sexy and glamorous: leather and leopard print
The Cruise collection was organized outside of the official show calendar. It is the second collection by Georgian Demna Gvasalia. He came in 2025 to revive the image of the fashion house, which has been suffering from a significant decline in sales for three years.
As with his first fashion show in Milan last February, he focused on the sexiness and glamor that made the brand successful: satin, shiny materials; Leather; leopard print; Fur; very high heels for women and fitted silhouettes for everyone.
The allusions to the 1970s and 1980s were clear, as were the references to Tom Ford. Ford led the collections between 1994 and 2004, a period considered a golden era for the house with the double G monogram.
Model Cindy Crawford, former American football player Tom Brady and reality TV pioneer Paris Hilton walked the runway. The guests also included singer Mariah Carey, musician Shawn Mendes, rapper Stormzy and entrepreneur Kim Kardashian.
The big American-style show underlines how important the return to success is for the French group Kering, which owns Gucci. The brand accounts for 40 percent of the group’s annual sales. In the first quarter of 2026, the Italian brand’s sales fell further by 14 percent to 1.35 billion euros.
“Our priority is to make Gucci indispensable again,” said Luca de Meo, the group’s chief executive, in April.
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