Demna Takes Over Times Square for GucciCore Collection

A love letter to New York.

New York is where Gucci first made its mark outside of Italy. With over 70 years of history in the city, the reveal of ‘Guccicore’ marks a significant moment in its roots, merging the past with the present to unveil a new vision for the future.

In New York fashion, the iconic Times Square serves as the backdrop of the collection. Infused with elements of the fashion house, the collection incorporates the essence of the city, its culture, and its arts to reveal a unique visual display. As iconic as it is, the digital billboards illuminate the scene as video montages and found footage adorn the screens with real and fictitious products such as the Gucci Acqua, Gucci Underwear, Gucci Viaggio, Gucci Automobili, Gucci Businesswear, Gucci Time, Gucci Gym, a Palazzo Gucci hotel, Gucci Pets, Gucci High Jewellery, and Gucci Life.

Inside the GucciCore collection:

When it comes to Demna, there’s nothing unapologetic about embracing his vision. The GucciCore collection evokes a unique narrative in which the exploration of lifestyle and an aesthetic identity takes centre stage.

Imagine the sharp silhouettes of Wall Street brokers in pinstripes or the eclectic ladies who conquer the streets in shearling coats, the attire of skaters in soft tailoring and slouchy denim, every silhouette and persona deserves to be seen and heard. And the collection further portrayed that with low-slung denims, luxurious faux fur trims and coats, silk dresses, bandeau tops, oversized trenches, and beyond, captures the rhythm of a quintessential New Yorker while staying true to the fashion house’s heritage.

In true Demna fashion, he offered a spectacle, with a star-studded lineup. With names like Paris Hilton, Cindy Crawford, Candice Swanepoel, Tom Brady, Dree Hemingway, Alex Consani, Emily Ratajkowski and Gabbriette to grace the runway, the presentation showcases them carrying daily essentials such as phones, yoga mats, flower bouquets and books.

A new chapter of Gucci. A journey into the mind of Demna. The GucciCore collection redefines what it means to wear the brand in today’s fast-changing world, where your clothes are a way to express your narrative and lifestyle.

Discover the collection.