Gucci resumes unified format for fashion shows in 2025

Gucci announced a strategic change in the format of its fashion presentations for 2025, resuming the unified format in its shows. Under the creative direction of Sabato De Sarno, the brand's men's and women's collections will be presented together in February and September, during Milan Fashion Week. Additionally, a unified show is scheduled for May 15, in Florence, as part of the “Cruise 2026” collection.

A new narrative for Gucci

The decision reflects De Sarno's vision for Gucci, which seeks to create a cohesive and sophisticated narrative. According to the brand, this approach promotes a dialogue between the men's and women's collections, allowing each to maintain its individuality, but contributing to a multifaceted narrative. “The coexistence and mutual elevation between femininity and masculinity are at the center of this proposal”declared Gucci in an official statement.

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_{The audience applauds as Gucci creative director Sabato De Sarno walks the runway at the Gucci Cruise 2025 show at the Tate Modern in London (Photo: reproduction/John Phillips/Getty Images Embed)}

De Sarno, who took over the creative direction of the brand in January 2023, already presented her first women's collection in September of that year. Since then, he has consolidated his elegant and modern aesthetic through shows in iconic locations, such as the Tate Modern in London for Cruise 2025, and other events that have featured illustrious attendees, including Dua Lipa and Demi Moore.

Transformations in leadership and operations

The change in the format of the shows is part of a broader restructuring plan under the management of Stefano Cantino, who will take over as CEO of Gucci in January 2025. Cantino is implementing a new organizational structure, which includes the arrival of Valérie Leberichel as senior vice president of global communications, following his experience at Givenchy, Prada and Miu Miu, where he worked directly with Cantino.

Additionally, Marcello Mastrogiacomo was named vice president of digital marketing and media, and Daniela Raganato took over as global media director. These strategic changes are part of the brand's effort to reposition itself in the luxury market while facing challenges including a 25% drop in sales in the third quarter of 2024.

Featured photo: Models walk the catwalk during the closing of the Gucci autumn/winter 2024 women's show, held at Milan Fashion Week 2024, Italy (Reproduction/Victor Boyko/Getty Images Embed)