Gucci turned the heart of Manhattan into a high-fashion spectacle on Saturday night as the luxury house staged its latest runway show in New York City’s iconic Times Square. Titled GucciCore, the presentation featured unexpected runway stars including Tom Brady and Paris Hilton, while fashion legend Cindy Crawford closed the show in dramatic fashion.

The event drew major attention not just for its celebrity-filled runway, but also for its packed front row. Names like Mariah Carey, Lindsay Lohan and husband Bader Shammas, Shawn Mendes, Kim Kardashian, Iman, and Laura Harrier were all spotted watching the show unfold from the front row.

Designed by Gucci creative director Demna Gvasalia, the GucciCore collection was inspired by artist Robert Longo’s iconic Men in the Cities series. The collection explored the intersection of classic tailoring and modern street style, blending trench coats, sharp business suits, glamorous gowns, and layered silhouettes that reflected the energy of New York City.

The runway also marked Paris Hilton’s first catwalk appearance since 2023. The socialite surprised attendees by trading her signature blonde hair for a brunette wig, creating one of the night’s most talked-about transformations. Meanwhile, model Vivian Wilson returned to the Gucci runway after previously walking for the brand during Milan Fashion Week earlier this year.

Beyond the celebrity-packed runway, the show also reflected Gucci’s larger business ambitions under parent company Kering.

Gucci’s Times Square spectacle signals Kering’s push to revive the luxury label

The high-profile New York showcase also arrived at an important moment for Gucci’s parent company, Kering. The luxury conglomerate has been working to strengthen Gucci’s position following slowing sales and shifting consumer demand in the global luxury market.

Hosting the Cruise show in North America highlighted Gucci’s growing focus on the US market, as European luxury brands increasingly look overseas for growth opportunities. Demna’s latest presentation signals a new creative direction for the label as Kering pushes to revive Gucci’s momentum and reconnect the brand with younger global audiences.

Gucci’s Times Square spectacle proved that fashion shows are no longer confined to traditional runways. By blending celebrity appearances, digital storytelling, and the energy of New York City, the brand created one of the most talked-about fashion moments of the year.

What did you think of Gucci transforming Times Square into a runway for the GucciCore show? Let us know in the comments!

Written by

Karishma Dasgupta

Edited by

Hriddhi Maitra