Gucci Resort 2027 took Times Square

Gucci turned Times Square into the setting for its Resort 2027 show on Saturday, May 16, as Demna presented his first Cruise collection for the Italian label in New York. The show, branded “GucciCore,” sent models through the center of Midtown and was livestreamed on the square’s billboards, according to Reuters and Gucci’s show materials. Tom Brady, Cindy Crawford and Paris Hilton were among the celebrity runway cameos, while Lindsay Lohan, Mariah Carey and Kim Kardashian were photographed in the crowd. ### Why did Gucci put a resort show in Times Square? New York was central to Gucci’s pitch for the event. Gucci said the show marked a return to a city that has “held a singular place” in the house’s history for more than 70 years, with its first store outside Italy opening there in 1953. Reuters reported Demna described the collection as a “homecoming for the brand,” while Gucci’s own show page framed it as a New York fashion show tied to “GucciCore.” (aol.com) Times Square also gave the collection a public stage that fit Demna’s arrival at Gucci. Reuters said he called the aim “to do the impossible and place Gucci at the centre of this metropolis,” adding that the collection reflected the “plurality of styles” that intersect in the city. ### Who actually walked in the show? Tom Brady made one of the night’s most noticed appearances. (marieclaire.com) Marie Claire reported the former quarterback walked the runway in head-to-toe leather, while Reuters identified him alongside Cindy Crawford as part of the model lineup for the show. Paris Hilton, Candice Swanepoel, Emily Ratajkowski and Alex Consani were also listed among runway participants by Marie Claire. (aol.com) Demna used that cast to blur the line between fashion show and celebrity event. Reuters said the collection ranged from business suits and trench coats to full-length gowns, and the runway itself wound through Times Square. ### Which celebrities were in the front row? Lindsay Lohan was among the guests most widely photographed at the show. WWD reported that Kim Kardashian, Mariah Carey, Shawn Mendes, Lohan, Iman, Molly Gordon and Laura Harrier were among the attendees in Times Square. (marieclaire.com) Vogue Arabia also published a front-row gallery from the show on May 18. WWD described the event as a crowd-heavy scene, with fans and fashion students gathered around arrivals. (aol.com) Pat Cleveland, speaking to WWD at the show, said of the location: “Because many people celebrate the new year here and many people feel as though this is the place to be. So here we are. Here we are for Gucci.” ### What does this show say about Gucci right now? (wwd.com) Kering-owned Gucci is using the event as part of a broader reset under Demna. Reuters reported the designer took over as Gucci creative director in July last year after a decade at Balenciaga, and that Kering appointed him as the brand seeks to revive its flagship label. Reuters also noted that many European luxury brands are leaning on North America for growth, with Dior showing its Cruise collection in Los Angeles this month. (wwd.com) Gucci’s own commerce tie-in was immediate. The brand’s U.S. show page says shoppers can buy limited-edition totes dedicated to New York linked to the “GucciCore” presentation. ### Where is the collection showing up next? Demi Moore has already worn a look from the collection at Cannes. Harper’s Bazaar’s latest feed listed an item saying Moore appeared in “straight-off-the-runway Gucci fur,” linking the Resort 2027 show to festival dressing within days of the Times Square event. (aol.com) Gucci, for its part, is continuing to host the New York show material and related products on its runway pages. (harpersbazaar.com) (gucci.com)