On October 21, Italian luxury brand Gucci officially announced that it will hold its 2026 Cruise Collection in Florence. This decision pays homage to the brand’s founder, Guccio Gucci, who opened his first leather goods shop in Florence in 1921, making this show a symbolic return to the brand’s roots.
A Show Bridging Gucci’s Heritage and Future
Gucci’s creative director Sabato De Sarno has chosen Florence, the birthplace of the brand, as the setting for this event. This choice reflects a commitment to connecting Gucci’s rich history with its contemporary outlook, showcasing a blend of deep tradition and modern vision. The brand emphasized that “Florence embodies Italian craftsmanship and visionary creativity, while reaffirming (De Sarno’s) contemporary vision, deeply rooted in the brand’s heritage and lasting influence.”
The collection, set to be unveiled on May 15, 2026, will carry the theme “Gucci Firenze.” Over a century after its founding, Florence remains a city of special significance for Gucci. While the exact venue will be announced later, anticipation is high as this will be De Sarno’s second cruise show, with expectations of innovative designs under his creative direction.
The Strong Bond Between Florence and Gucci
Florence has played a significant role in Gucci’s history. De Sarno’s predecessor, Alessandro Michele, also presented the 2018 Cruise Collection at the Palatina Gallery in Florence’s Palazzo Pitti. Additionally, Gucci’s headquarters are located in Casellina, near Florence, and the “Gucci ArtLab,” a center for innovation in leather goods and shoes, was established in nearby Scandicci in 2018. The brand’s historic archive is housed in the Palazzo Settimanni in Florence, serving as a bridge between Gucci’s past and future.
Last week, Chanel announced that it will host its 2026 Cruise Show at Lake Como in Italy. Following Chanel and Gucci’s footsteps, other brands are expected to reveal their upcoming cruise collections for the next season.