Gucci's 2027 Resort Collection, led by creative director Demna, made a splash in Times Square, marking the first time a brand has staged a cruise show in this iconic New York City location.
Demna's Vision for Gucci
Since joining Gucci, Demna has embraced bold, expansive projects. Last September's movie "The Tiger," directed by Spike Jonze and Halina Reijn, replaced a traditional show, and February's event featured a massive set with 3D-scanned statues. Now, Times Square's vibrant screens served as the backdrop for his latest spectacle. Digital invitations were sent out just hours before the event, showcasing the logistical feat of securing such a high-profile venue.
A Visual Extravaganza
At 8:30 pm, thirty minutes before the show, 50 of Times Square's towering screens began displaying found video footage interspersed with Gucci commercials. Scenes of sunsets, snow-capped peaks, and galloping horses were juxtaposed with ads for both real and imaginary Gucci products, including Gucci Acqua and Gucci Viaggio. "I like the kind of absurdity, the annoying interruption of the beautiful vision of the world by advertising something that you don’t have to sell," Demna commented.
GucciCore: A Return to Basics
The collection, dubbed GucciCore, focused on everyday essentials that Demna felt were missing from the brand. The preview showcased a variety of garments, from fitted to oversized jackets, including a standout red peacoat reminiscent of the King’s Guard. Skirts were available in various styles, from short trapeze shapes to pencil skirts, and the collection featured a fitted suit with tailored flared trousers, described by Demna as "the ultimate Gucci fit."
Styling and Casting
Demna emphasized the importance of styling and casting, stating, "I wanted to show the collection on the kind of people you might pass on the street, individuals with their own way of wearing clothes." The show featured a diverse cast, including Jeanne Greenberg, Rory Gevis, Cindy Crawford, and Tom Brady, each bringing their unique style to the collection. The display was mirrored on the Times Square screens, creating a dynamic, city-inspired presentation.
Gucci's 2027 Resort Collection in Times Square was a testament to Demna's innovative approach, blending commercial ambition with artistic expression in the heart of New York City.
Source: https://www.vogue.com/fashion-shows/resort-2027/gucci
