[GUCCI] Presents 2027 Cruise Collection 'GucciCore' at New York's Times Square
Gucci unveiled its 2027 Cruise Collection, 'GucciCore', in Times Square, New York. Celebrating over 70 years since its first boutique opened there in 1953, the collection explores the diverse styles of New York, from pinstriped business suits to urban skater attire. Under Demna's direction, the project redefines 'practical luxury' by blending heritage motifs with modern functionality.
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- 📰 Published: May 18, 2026 at 20:45
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In 1953, Gucci opened its first shop outside of Italy in New York. Since then, for over 70 years, this city has remained a special presence in the history of Gucci. 'GucciCore' is a project that feels like a homecoming for the brand. The stage was the iconic Times Square, where the brand's essence was reconstructed as a visual language against the backdrop of countless digital billboards and screens, evolving into a new core wardrobe.
In the 1980s, a special space called 'Gucci Galleria' existed on the upper floors of the Fifth Avenue flagship store, accessible only to customers with a dedicated gold-colored key. As an homage to this salon, brass keys housed in aged leather sleeves served as invitations to the GucciCore fashion show.
Prior to the show, a video montage combining archive footage with commercial imagery was projected onto the screens of Times Square. It featured various products, both real and fictional, such as Gucci Acqua, Gucci Underwear, Gucci Viaggio, Gucci Automobili, and Palazzo Gucci Hotel, portraying Gucci as a lifestyle, an aesthetic, and an ethos.
GucciCore is a collection that reflects the diverse styles of New York City, from Madison Avenue to Brooklyn, Soho, Harlem, and Fifth Avenue. Characters included pinstripe-suited financiers, ladies in shearling coats heading for lunch, skaters in soft tailoring or loose denim, and philanthropists in elegant gowns. These diverse styles intersected like the streets of New York.
The collection showcased circular-silhouette duvet stoles made of buttery soft leather or GG fabric, emphasizing form over function. Conversely, reversible coats using technical fabrics or textured shearling were highly practical. The Web stripe, a signature motif since the 1950s, evolved into a bold bandeau top. Haute couture-like looks with crocodile-style sequins and feather embroidery brought precious charm even to menswear. Technical outerwear featured goat hair or shearling linings, embodying practical luxury.
The Horsebit hardware, symbolizing Gucci's connection to the equestrian world, was placed as stirrups on sharp-heeled boots, echoing the angular stiletto heels with metal tips. Precious leather bags were finished in deep, ink-like colors or jewel-like sheens, and watch clutches featuring wristwatch straps appeared. Furthermore, large unstructured sling tote bags adopted new materials.
GucciCore marks the fourth chapter of Demna's exploration of 'Gucci-ness.' It fuses the visual languages developed in 'La Famiglia,' 'Generation Gucci,' and 'Primavera,' reconstructing them into a collection characterized by practicality and wearability.
In the 1980s, a special space called 'Gucci Galleria' existed on the upper floors of the Fifth Avenue flagship store, accessible only to customers with a dedicated gold-colored key. As an homage to this salon, brass keys housed in aged leather sleeves served as invitations to the GucciCore fashion show.
Prior to the show, a video montage combining archive footage with commercial imagery was projected onto the screens of Times Square. It featured various products, both real and fictional, such as Gucci Acqua, Gucci Underwear, Gucci Viaggio, Gucci Automobili, and Palazzo Gucci Hotel, portraying Gucci as a lifestyle, an aesthetic, and an ethos.
GucciCore is a collection that reflects the diverse styles of New York City, from Madison Avenue to Brooklyn, Soho, Harlem, and Fifth Avenue. Characters included pinstripe-suited financiers, ladies in shearling coats heading for lunch, skaters in soft tailoring or loose denim, and philanthropists in elegant gowns. These diverse styles intersected like the streets of New York.
The collection showcased circular-silhouette duvet stoles made of buttery soft leather or GG fabric, emphasizing form over function. Conversely, reversible coats using technical fabrics or textured shearling were highly practical. The Web stripe, a signature motif since the 1950s, evolved into a bold bandeau top. Haute couture-like looks with crocodile-style sequins and feather embroidery brought precious charm even to menswear. Technical outerwear featured goat hair or shearling linings, embodying practical luxury.
The Horsebit hardware, symbolizing Gucci's connection to the equestrian world, was placed as stirrups on sharp-heeled boots, echoing the angular stiletto heels with metal tips. Precious leather bags were finished in deep, ink-like colors or jewel-like sheens, and watch clutches featuring wristwatch straps appeared. Furthermore, large unstructured sling tote bags adopted new materials.
GucciCore marks the fourth chapter of Demna's exploration of 'Gucci-ness.' It fuses the visual languages developed in 'La Famiglia,' 'Generation Gucci,' and 'Primavera,' reconstructing them into a collection characterized by practicality and wearability.
FAQ
When did Gucci first establish itself in New York?
Gucci's history in New York began in 1953 when it opened its first shop outside of Italy in the city, marking over 70 years of presence.
What is the concept behind 'GucciCore'?
It is a project to reconstruct the brand's essence into a 'visual language' and evolve it into a new core wardrobe that balances style and practicality.
Where was the fashion show held?
The show took place in New York's iconic Times Square, utilizing the digital billboards and screens as a dramatic backdrop.