Gucci to unveil Cruise 2025 collection in London

The choice of location pays homage to Gucci’s deep connection to the British capital, intrinsically linked to the brand’s heritage, and offers new opportunities to delve deeper into the integral role the city has played in shaping the brand’s narrative throughout its storied history as a world-renowned company symbolic of Italian craftsmanship, visionary creativity and innovative design.

The Gucci story began in London in 1897, when a young Guccio Gucci took a job as a porter. Porter and lift operator at the city’s exclusive The Savoy hotel.

Carrying guests’ luggage through its famous revolving entrance doors and operating the lift to the rooms and suites, the teenage Guccio got to know first-hand the tastes and lifestyles of the international elite, absorbing – as if by creative osmosis: new ideas, broader horizons and more worldly cultural preoccupations.

Inspired by these experiences, and with a new aspiration to make his name synonymous with the art of luggage making, Guccio returned to Florence and in 1921 founded his leather goods house, followed by the first Gucci shop on the city’s Via della Vigna Nuova.