The Gucci story started in London in 1897 when a teenage Guccio Gucci accepted a position as a liftboy and luggage porter at the upscale The Savoy hotel. The teenage Guccio experienced firsthand the tastes and way of life of the global elite while handling guests’ luggage through the hotel’s renowned rotating entrance doors and running the lift up to the rooms and suites. It was as though by creative osmosis that he absorbed new concepts, wider perspectives, and more global cultural concerns. Inspired by these encounters and driven by a renewed desire to establish his name as a byword for the craft of baggage construction, Guccio returned to Florence in 1921 and established his own leather goods company, which was later joined by the city’s first Gucci store on Via della Vigna Nuova.

The House will return to London with its Cruise 2025 collection, designed by Creative Director Sabato De Sarno, and presented on 13 May. It will follow the amazing exhibition staged by the brand and Es Devlin in 2023 at The Strand.

The captivating actor Kingsley Ben-Adir will probably be in attendance as he’s been named Gucci’s new muse. He brings Sabato De Sarno’s vision to life, giving the Horsebit 1953 loafer new life and proving its continued importance in redefining casual style. The Horsebit 1953 loafer becomes apparent as the campaign progresses, serving as a symbol of Gucci’s dedication to modernising elegance. Gen after generation, this classic design, which is both casual and sensual, has inspired people to view ordinary life with sophistication and has served as an anchor to Gucci’s legacy. We can’t wait to rediscover Gucci in London in May.

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