It’s one of the most famous origin stories in fashion — Guccio Gucci was working as a porter in the Savoy Hotel in London when he became enamoured with the leather luggage that many of the hotel’s affluent clientele sported. He returned to his native Italy, hired artisans to make leather luggage that brandished the name Gucci and the rest is history.

Although it is often heralded as fiercely Italian brand, Gucci must always credit London, and Guccio’s time working there, as the place where the spark was lit. Hence, the news that Gucci’s Cruise 2025 show will take place in London on May 13th is a fitting full circle moment for the brand.

Taking place in Tate Modern on London’s Southbank, the modern art museum will be the ideal setting to showcase Sabato De Sarno’s vision for the collection. De Sarno is no stranger to London, having visited the city multiple times and being inspired by its diverse cultures. The Cruise collection will seek to capture the essence of London’s spirit, a coming together of ideas, styles, and personalities, defined by contrasts that spark creativity.

The Cruise show isn’t Gucci’s only forthcoming collaboration with Tate Modern, the fashion house will be supporting the Electric Dreams exhibition that is opening there in November, in addition to a three-year partnership fostering Tate’s work with young creatives. Embracing a shared commitment to inclusivity and empowerment, Gucci and Tate aim to encourage positive exchanges within communities, and inspire creativity across diverse audiences.