Gucci presented its first Cruise collection under new creative director Demna in Times Square, New York City, a location with deep historical ties to the brand. The show, which took place on Saturday night, transformed the iconic area into a vibrant runway, celebrating Gucci's legacy since it opened its first store outside Italy there in 1953. The event was livestreamed on billboards, attracting significant attention. Notable attendees included Paris Hilton, who made her runway comeback after 2023, wearing a striking brunette wig. Kim Kardashian was also present, dressed in a brown fur coat and black leggings. Singer Shawn Mendes attended in an oversized grey suit, despite sporting a cast on his injured finger. Other celebrities included Mariah Carey, who wore a cream overcoat, and Lindsay Lohan, who opted for an all-black ensemble. Model Emily Ratajkowski and football star Tom Brady also walked the runway, showcasing their unique styles in Gucci's latest collection.