The next Gucci cruise show will be held at the Tate Modern in London

Gucci is strengthening its links with art and young designers at its upcoming fair in London. Creative director Sabato De Sarno's first cruise show will take place at the Tate Modern on May 13. To commemorate the occasion, the star brand of the luxury group Kering has announced a collaboration with the most important museum of modern and contemporary art in the British capital.

The brand will support the 'Eletric Dreams' exhibition, opening at the museum in autumn 2024. It will also join forces with the prestigious institution as part of a three-year partnership to promote Tate's work with young creatives. “With a shared commitment to inclusivity and empowerment, Gucci and Tate aim to foster positive community exchange and inspire creativity among diverse audiences,” Gucci said in a statement.

With this Cruise 2025 show, Gucci shows its attachment to both London and art. It was in the English capital where founder Guccio Gucci found the inspiration to create his future house. In 1897 he worked as a porter and elevator operator at the Savoy Hotel and became familiar with the style and tastes of the international elite, especially when it came to luggage. Returning to Italy, he founded his leather goods business in Florence in 1921, followed by the opening of the first Gucci boutique on Via della Vigna Nuova.

Sabato De Sarno decided to exhibit in London, inspired by his numerous visits there and his desire to capture the cosmopolitan and creative spirit of the city. His natural choice was the Tate Modern, “a center of creativity and dialogue, where diverse perspectives converge to spark meaningful conversations and foster cultural exchange,” the seal says. “Here, the interplay of art and architecture creates an environment that inspires innovation and challenges boundaries, just like the city itself,” he continues.

Let us remember that his predecessor, Alessandro Michele, also gave in to Anglomania a few years ago and organized a cruise on the catwalks in the cloister of Westminster Abbey in 2016.