The collection marks another calculated shift in Demna’s aesthetic toward a body-conscious look.

Late on Saturday night, Gucci staged its cruise 2027 show in New York. While many iconic venues and landmarks could have set the stage for the occasion, Gucci chose Times Square as its venue where the house took over an entire swath of Broadway between 46th and 48th.

If you have questions about Demna’s New Gucci, last night’s cruise show debut should settle them. Staged as a takeover of Manhattan’s Times Square, set against the neon lights of NYC’s frenzied touristic heart,

Staged in Times Square, New York, the collection had personalities like Cindy Crawford and Tom Brady walking down the runway.

The 45-year-old heiress walked in the Gucci fashion snow in Times Square

Times Square may have its vocal detractors, but it’s hard to deny that it’s the living, breathing, Naked Cowboying center of New York City. No wonder Demna, ever unafraid to explode a cliché, chose Manhattan’s always-on nucleus as the unlikely setting for his cruise show tonight.

Famed Italian fashion house Gucci took over New York's iconic Times Square on Saturday for its second runway show led by creative director Demna. French luxury group Kering, which owns Gucci, saw

Demna, the sardonic designer who left Balenciaga for Gucci last year, chose New York as the destination for his first cruise show for the Italian behemoth and his second-ever runway show for the brand.