Gucci

Demna took the Cruise 2027 show to Times Square on 16 May 2026 and used the billboards as the set, running fake Gucci spin-offs across them: Gucci Pets, Gucci Gym, a Palazzo Gucci hotel. Invitations went out as brass keys in aged leather sleeves, after the Gucci Galleria that operated above the Fifth Avenue store in the 1980s. Paris Hilton, Candice Swanepoel and Tom Brady walked it.

It opens on an excerpt of Fellini’s La Dolce Vita and ends on Nino Rota’s theme for the same film. Between them sit Max Richter, Jóhann Jóhannsson, Gesaffelstein, Gotan Project and New Order’s Blue Monday. Loïk Gomez assembled it under the name Ioki. He wrote every Balenciaga score for Demna and moved to Gucci with him.