Gucci transforms Times Square into runway as label debuts new collection with Cindy Crawford, Tom Brady
Gucci debuted its Cruise 2027 collection in Times Square, marking creative director Demna's first major show for the brand in New York. The event featured high-profile models including Cindy Crawford and Tom Brady, and was livestreamed on billboards in the bustling Manhattan district. The show underscores Kering's efforts to revitalize Gucci amid declining sales and shifting luxury market dynamics.
- ▪Gucci presented its Cruise 2027 collection in Times Square on May 16, 2026, under creative director Demna.
- ▪Cindy Crawford and Tom Brady walked the runway alongside other models in a show attended by celebrities like Anna Wintour and Mariah Carey.
- ▪Gucci's parent company, Kering, reported an 8% drop in sales in the first quarter, prompting a strategic push to reinvigorate the brand.
- ▪The New York show emphasized Gucci’s historical ties to Manhattan, where it opened its first store outside Italy in 1953.
- ▪Kering appointed Luca De Meo as CEO in September to lead a broader turnaround, particularly at its flagship Gucci label.
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Metro Gucci transforms Times Square into runway as label debuts new collection with Cindy Crawford, Tom Brady By Reuters Published May 17, 2026, 3:04 a.m. ET Gucci’s creative director Demna presented his first Cruise collection for the Italian luxury brand on Saturday night in New York, transforming Times Square into a runway as owner Kering seeks to revive its struggling flagship label. The splashy show, livestreamed on billboards in one of the most visited places on the planet, was a nod to Gucci’s ties to Manhattan — the birthplace of its international expansion and where the Italian house opened its first store outside Italy in 1953. The “GucciCore” collection unveiled on Saturday “feels like a homecoming for the brand,” Demna said in a statement.
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