photo. Gucci
London doesn’t ask to be understood; it invites you to explore. It’s a city where opposites collide — elegance and grit, tradition and rebellion — no wonder Sabato De Sarno chose it as both the backdrop for Gucci’s Cruise 2025 collection and the heart of Gucci Prospettive 4: Ancora Londra, the fourth volume reminiscing on the House’s fashion history.
“This city has had a great impact on myself, welcoming me and listening to me in a moment of my life when feeling included (understood) could make a difference in my path,” reflects De Sarno. Interestingly enough, Gucci’s story began with Guccio Gucci at The Savoy, a connection embedded into the brand’s DNA since the early 20th century.
The book, curated by Charlene Prempeh and Lewis Dalton Gilbert of A Vibe Called Tech, and published by Contrasto, is an invitation to rethink how contrasts create harmony in a city as diverse as London. Divided into four chapters — DREAM BUILDINGS, PEOPLE WATCHING, WATCHING PEOPLE, and BUILDING DREAMS — the volume paints London as a living, breathing paradox. From the brutalist lines of the Barbican to the timeless sophistication of Mayfair, every page reveals a city where reinvention and tradition coexist in an endless dance.
The launch of Prospettive 4 on November 14th at Gucci’s New Bond Street store transformed the space into a celebration of London’s creative spirit. There, new installations within the store’s art collection were unveiled, featuring works by artists such as, Alex Katz, Rachel Whiteread, Cerith Wyn Evans, Bob and Roberta Smith, Corbin Shaw, Remi Ajani, Sonia Boyce, and Sunil Gupta — all of whom are represented in the volume.
“London is a city of dreamers,” say Prempeh and Gilbert. “Inspiration springs from unexpected corners, and ideas whirl, coming to life in ways that can feel both accidental and startling.” They guide readers through London’s kaleidoscopic identity, highlighting how its architecture, people, and ideas defy conventions.
With Gucci Prospettive 4: Ancora Londra, De Sarno reflects on the beauty of contrasts. London, with its diversity and resilience, emerges not just as a muse but as a symbol of boundless creativity.
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photography. Gucci
words. Gennaro Costanzo
