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Gucci made a powerful statement in Florence with its Cruise 2026 collection, honoring its roots while preparing for a new era. Presented at the historic 15th-century Palazzo Settimanni—home to the Gucci Archive—the show marked the brand’s return to its birthplace as it awaits the creative direction of Demna, following Sabato De Sarno’s departure earlier this year.
The collection, designed by Gucci’s in-house team, pulled deeply from the archive, offering nods to past creative directors: crystal-studded leggings from De Sarno’s tenure, sleek silk dresses reminiscent of Frida Giannini, Tom Ford’s glamorous gowns, and Alessandro Michele’s romantic silhouettes. There were even hints of Demna’s future influence, such as oversized jackets and structured tailoring.
“Gucci is Florence and Florence is Gucci,” said CEO Stefano Cantino. “This collection is a cinematic journey through our heritage, blending past, present, and what’s to come.”
While no date was given for Demna’s debut collection, Cantino emphasized a “progressive growth” and reiterated the brand’s strong identity, which spans over a century.
The show featured luxurious outerwear, from mock-fur coats to brocade jackets, and seamlessly transitioned into eveningwear with dramatic gowns. Accessories paid homage to Florence — notably the debut of the Giglio bag, inspired by the city’s iconic lily emblem, available immediately after the show.
Gucci also unveiled a high jewelry collection, “Monili”, co-created with fellow Kering brand Pomellato, combining leather, gold, and pavé diamonds in pieces inspired by 1980s designs.
Florence served not only as the setting but as a muse. The second runway show unfolded in the vibrant Piazza Santo Spirito, merging luxury with the city’s everyday charm as locals watched from windows and cafés.
With deep Florentine roots and a bold vision for the future, Gucci’s Cruise 2026 show was both a tribute to craftsmanship and a glimpse of the brand’s next chapter.
