Gucci presented its second Cruise collection runway show on May 16, 2026, in Times Square, New York, under the direction of new creative director Demna. [1, 2]
Models walked a wide runway set between 7th Avenue and Broadway. The show was broadcast on large billboards and screens surrounding the area, making it visible to the public without tickets or entry. [1, 2]
Demna, a 45-year-old Georgian designer, took over Gucci in July 2025 after spending 10 years at Balenciaga. [1, 2] His designs for the show emphasized sexiness and glamour. Key elements included satiny fabrics, leather, leopard prints, fur, high heels, and cinched waists. [1, 2] The collection drew inspiration from 1970s and 1980s styles and paid tribute to the era when Tom Ford led Gucci from 1994 to 2004. [1, 2]
The runway featured notable participants such as supermodel Cindy Crawford, football star Tom Brady, and socialite Paris Hilton. Other guests in attendance included Mariah Carey, Shawn Mendes, Stormzy, and Kim Kardashian. [1, 2]
Gucci's parent company Kering reported a 6% decline in Gucci sales for the first quarter of 2026, which impacted the group’s overall financial performance. [1, 2] In April 2026, Kering CEO Luca de Meo said their "priority is to make Gucci unmissable again." He added, "In one second you must know it’s Gucci — and it doesn’t mean covering the world with GG," signaling a shift away from excessive logos. [1]
Demna's appointment in July 2025 marked a new phase for Gucci as the brand attempts to regain momentum amid sales challenges. The Times Square show marked his second major runway presentation with Gucci, aiming to blend vintage references with contemporary high fashion.
The next key moment for Gucci will be its upcoming seasonal collections, expected to further define Demna’s vision for the brand and address the sales concerns noted by Kering.