London has had many famous faces call it home in the last century, from Oscar Wilde to Madonna. But did you know Guccio Gucci also tried to make it big in the Big Smoke? That’s right, the founder of the Italian heritage house that we all know and love had his start in the British capital as a luggage porter and a lift boy at the London institution, The Savoy Hotel. To celebrate this history, Gucci (the brand) has chosen London as the location of their upcoming Cruise 2025 collection.
The story of Gucci traces its origins back to the vibrant streets of London in 1897, where a young Guccio spent his days transporting the luggage of the city’s global elite up and down the Savoy’s ornate lift. Inspired by the tastes and lifestyles of the ostentatious guests, Guccio’s world would forever be changed as in the coming decades he would establish his namesake brand.
The choice of London as the location for this venture is a deliberate tribute to the brand's roots and the integral role the city has played in shaping Gucci's identity as a symbol of Italian craftsmanship, visionary creativity, and innovative design. The first pre-collection designed by creative director Sabato De Sarno, the London spectacle follows the designer's sophomore womenswear show in Milan later this month.
As Gucci continues to stand as a beacon of luxury and innovation, this London chapter is poised to unravel the threads of its past while weaving new stories that resonate with the essence of the brand. Stay tuned as Gucci opens its doors to a new era in the heart of London, celebrating a legacy that began with a young man's aspirations in the corridors of The Savoy more than a century ago.