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Sabato De Sarno, in his inaugural Cruise presentation for Gucci since joining in 2023, opted for a striking change of scenery by selecting the Tate Modern in London as the venue. This unconventional choice, housed within a former power plant, signified a departure from the brand’s customary practices. De Sarno’s visionary designs, featuring a captivating array of mixed-wash denim trousers, brothel creepers, and brown workwear popovers, sought to encapsulate a more authentic and relatable embodiment of Gucci’s essence for the year 2024. This deliberate shift stands in stark contrast to the brand’s prior penchant for hosting extravagant showcases in glamorous locales such as Puglia and Hollywood Boulevard.

“I owe a lot to this city—it has welcomed and listened to me,” the designer said ahead of the presentation. “The same is true for Gucci, whose founder was inspired by his experience there. Guests included Solange Knowles, Kate and Lila Moss, Paul Mescal, Dua Lipa, Little Simz, Alexa Chung, Mark Ronson, Kaytranada, and Arca.