Gucci is strengthening its ties with art and young designers at its forthcoming show in London. Creative director Sabato De Sarno’s very first cruise show will take place at the Tate Modern on May 13. To mark the occasion, the star label of the Kering luxury group has announced a partnership with the British capital’s most important museum of modern and contemporary art.

The brand will be supporting the “Eletric Dreams” exhibition, which will open at the museum in autumn 2024. It is also joining forces with this prestigious institution as part of a three-year partnership to promote Tate’s work with young creative people. “With a shared commitment to inclusion and empowerment, Gucci and Tate aim to encourage positive community exchange and inspire creativity among diverse audiences,” Gucci said in a statement.

With this Cruise 2025 show, Gucci is showing its attachment to both London and art. It was in the English capital that founder Guccio Gucci found the inspiration to create his future house. In 1897, he worked as a porter and lift attendant at the Savoy Hotel and became familiar with the style and tastes of the international elite, especially when it came to luggage. Returning to Italy, he founded his leather goods business in Florence in 1921, followed by the opening of the first Gucci boutique in Via della Vigna Nuova.

Sabato De Sarno decided to show in London, inspired by his many visits there and his desire to capture the city’s cosmopolitan and creative spirit. His natural choice was the Tate Modern, “a centre of creativity and dialogue, where diverse perspectives converge to spark meaningful conversations and foster cultural exchange,” says the label. “Here, the interplay of art and architecture creates an environment that inspires innovation and defies boundaries, just like the city itself,” it continues.

As a reminder, his predecessor, Alessandro Michele, also gave in to Anglomania a few years ago, organising a catwalk cruise in the cloister of Westminster Abbey in 2016.