Gucci creative director Demna unveiled his first Cruise collection for the brand in a show staged between Broadway and Seventh Avenue, with the action simulcast on the surrounding digital billboards, as reported by Reuters. The lineup leaned into glossy tailoring and everyday pieces that Demna positioned as Gucci’s new foundation wardrobe.

Gucci took over Times Square in New York City for a cruise 2027 fashion show, attended by Kim Kardashian, Mariah Carey, Lindsay Lohan, Tom Brady & More.

Leave it to Demna’s Gucci to make Times Square cool. The Cruise 2027 season is officially underway, and last night, the Italian house shut down New York City’s favorite tourist site, making the most of the landmark’s city-that-never-sleeps energy (and massive billboard screens).