Gucci Cruise presentations are typically held in locations which hold great cultural significance: from the Dia-Art Foundation in New York to the Cloisters of Westminster Abbey in London, the Palatine Gallery in Palazzo Pitti in Florence, and the Promenade Des Alyscamps in Arles. Now, the latest stop on the label’s international tour has been revealed as San Francisco, where its upcoming Cruise show is set to take place. 

Okay, so the start-up capital is not the first place which springs to mind upon hearing the words ‘high fashion’ – given the city is more known for its tech-bro uniform of Levi’s, New Balances, and plain tees – but, according to Alessandro Michele, the location was chosen for its history as a centre of liberal activism.  

Explaining that the city reflects his current vision for Gucci, Michele believes its spirit mirrors the ethos of the house as an accepting and diverse brand. The choice of San Francisco also seems to highlight Gucci’s shift from romanticism, which has come to define the brand in recent years, to something more contemporary and future-focused. 

The show will take place on May 18, following the house’s AW20 womenswear presentation in Milan later this month. This year also saw Gucci present its first separate menswear show since 2016, which took place in January. 

Take a look back on the menswear AW20 collection above.