Gucci is Reborn in Florence with its Cruise 2026 Collection

Gucci returns to its roots in Florence with a collection that celebrates its legacy and heralds a new creative era.

Gucci made its way back to its origins in Florence to unveil its Cruise 2026 collection, celebrating its history at the majestic Palazzo Settimanni, home to the Gucci Archive. In a time of transition following Sabato De Sarno’s departure and ahead of Demna’s debut as the new creative director, the brand’s in-house team crafted a collection that pays tribute to Gucci’s heritage while anticipating a new chapter.

With pieces inspired by former creative directors — from Tom Ford’s sexy dresses to Alessandro Michele’s romantic blouses — the collection also hinted at Demna’s aesthetic, featuring structured jackets and fluid silhouettes. Among the attendees were celebrities such as Viola Davis, Julia Garner, and Paul Mescal, all gathered beneath the Renaissance frescoes of the 15th-century building.

The show featured standout garments such as brocade coats, lace blouses, and the new Giglio bag, a tribute to the lily, symbol of Florence. Gucci also unveiled a high jewellery collaboration with Pomellato, reaffirming its connection to Italian craftsmanship.

With this presentation, Gucci proved that its heritage remains alive and ready to evolve, as the brand prepares for a new chapter under Demna’s leadership.