Between Seventh Avenue and Broadway in Manhattan, Models walked along a wide catwalk set up while the area’s iconic digital billboards displayed live images from the event.

Large black panels separated invited guests from the surrounding streets, while tourists and passersby watched the show live from sidewalks as it was broadcast across screens throughout the famous district.

Demna continues Gucci’s new creative direction

The Cruise collection presentation, held outside the traditional fashion calendar, marked Demna’s second runway show for Gucci since taking over the brand in July after spending a decade at Balenciaga.

The 45-year-old designer has been tasked with reviving Gucci’s declining sales and reinforcing the brand’s identity.

Similar to his debut show in Milan earlier this year, Demna highlighted the glamour and bold style long associated with Gucci, featuring shiny satin fabrics, leather outfits, leopard prints, fur details, high heels, and sharply tailored silhouettes.

Strong influence from Gucci’s golden era

The collection included clear references to 1970s and 1980s fashion, as well as tributes to Tom Ford, who led Gucci between 1994 and 2004 during what is widely considered one of the brand’s most successful periods.

Several celebrities appeared on the runway, including Cindy Crawford, Tom Brady, and Paris Hilton.

The audience also featured stars such as Mariah Carey, Shawn Mendes, Stormzy, and Kim Kardashian.

Gucci aims to revive sales performance

French luxury group Kering, which owns Gucci, reported a six percent decline in sales during the first quarter of the year, with Gucci remaining the group’s main challenge.

Kering CEO Luca de Meo said in April that the company’s priority is to make Gucci instantly recognisable again, stressing that the brand’s identity should be identifiable “in one second” without relying heavily on the iconic GG logo.