Gucci Transforms Tate Modern into Floral Eden for Fashion Show Debut

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Sitting at the heart of London, for a single, fleeting night, the unpretentious, concrete underbelly of the iconic Tate Modern museum was transfigured. The steel gray of industrialism dissolved into an artificial, verdant Eden—a paradise painstakingly crafted out of foliage and flowers, and sparking the untamed curiosity of all.

This damp and dimly lit subterranean landscape was host to a singularly coveted evening of fashion— a grand parade of couture orchestrated by the titanic Italian house of luxury, Gucci. And it was flawlessly premiered on Monday at the gargantuean modern art museum tracing the River Thames’ edge.

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The evening unfolded amid an exhibition of sophisticated sheer ensembles, and an array of relaxed denim and daywear. Each piece meticulously embellished and paired with Gucci’s illustriously sought-after array of leather accessories, all bearing the brand’s flagship double-G insignia.

Adding to the shimmering glamour, renowned figures embraced the event. Paul Mescal, Dua Lipa, Selma Hayek, and François-Henri Pinault formed a dazzling constellation of elite attendees. Adding to their luminosity were global pop sensations – Dua Lipa and Solange Knowles, they held court in the front row alongside top-ranked supermodel Kate Moss and her daughter Lila.

Among the high-profile attendees were Hollywood stars Demi Moore, Paul Mescal, and Andrew Scott. Accompanying them was Selma Hayek, with husband Francois-Henri Pinault, who wears multiple hats as chairmen and CEO of Kering, the parent conglomerate of Gucci.

Behind this illustrious event was the hard work and artistry of Sabato De Sarno. Recently named Gucci’s creative director, De Sarno was presenting his debut cruise collection as Gucci’s leading creative, after successfully revealing his women’s range earlier September.

Ordinarily held in Milan, Gucci echoes its contemporaries in the fashion industry by opting for locales across the global stage to unveil its cruise collections—these much-anticipated shows bridging the gap between spring and autumn showcases. The previous year had seen the captivating backdrop of the Gyeongbokgung Palace in Seoul, South Korea featuring as Gucci’s chosen landscape.

As Monday’s spectacle unfurled, the charismatic models endeavored down pathways meandering through sprawling ferns, a cascading canopy of greenery, and moss-adorned trails. This blanket of living green stood in stark juxtaposition to the austere backdrop of the concrete edifice. De Sarno created a compelling contrast, drawing from the vibrancy of the environment into his unique designs. He intertwined indulgent evening wear and delicate floral stitches with casual jackets and relaxed denim.

The evening wear held a singular twist: footwear choice prioritized comfort, with luxe gowns paired with Mary Jane shoes, ballet flats, or platform loafers, teamed with neat white socks.

The collection was imbued with British subtleties, including a playful homage to the nation’s style in the form of checked jackets. The tribute extended to dresses and coats awash in square patterns crafted from shimmering bead fringe—intricate nod to traditional Scottish plaids.

This evening’s collection was a testament to the enduring allure of London. Aptly encapsulated by the title, “We’ll always have London,” the show paid homage to the city’s inescapable influence on Gucci’s origination story. Gucci’s founder, Guccio Gucci, was deeply influenced by the British capital during his youthful sojourn there, where he worked as a bellhop at one of London’s luxury landmarks – the Savoy Hotel.

This enriching experience ignited a spark in Guccio Gucci that compelled him to open his first store in Florence in 1921, specializing in fine luggage. Gucci’s odyssey from an inconspicuous start into a global household name is a testament to its commitment to forward-thinking and innovative designs.