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For the Cruise 2025 show at London’s home of modern art, the House explored its historic connection to the city. In 1897, the House’s founder Guccio Gucci headed to London, finding work as a porter at The Savoy hotel. Energized by the city’s vibrant spirit, he returned to Florence to open a travel goods store, with the aspiration to narrate, through his luggage, a new way of living. More than a century later, the notion of London as a place of cultural convergence still holds true, as do its parallels with the House’s constant process of self-discovery, forever calling on archival elements that anchor its heritage-inspired narrative.
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