Gucci returns to the 'blossoming' city once called Florentia, which is now Florence, Italy
Gucci Showcases its Cruise Runway Show toady in Florence, Italy
Written by: Brit Olivia, Fashion Journalist
Florence, Italy which was once called Florentia, the Latin word for “blossoming” was the poetic setting for Gucci’s Cruise 2026 collection, as the house returned to its roots in more ways than one.
This year will mark a whole new chapter for the House of Gucci, who will welcome its new creative director Demna Gvasalia in just a matter of months. It’s fitting, then, that ahead of a season of change and transition, that the brand would want to commemorate its century-spanning journey.
Founded in this historic city in 1921, Gucci chose to unveil its latest collection within the storied walls of the 15th-century Palazzo Settimanni, home to the brand’s prestigious archive. This wasn’t just a show; it was a quiet declaration of resilience and rebirth. As Florence served as the cradle of the Renaissance, Gucci now looks to reignite its own creative flowering.
With Demna awaiting his official debut as the brand’s next creative director following the February departure of Sabato De Sarno, the Cruise 2026 collection was conceived by the in-house design team. In a period of transition, their effort felt like both a holding pattern and a heartbeat... sustaining the legacy while awaiting a jolt of bold innovation.
The collection bore the careful elegance of a team preserving a legacy—smart tailoring, heritage nods, and fluid lines echoed past triumphs. But there was no disguising the sense of interregnum. As with many legacy houses between leadership eras, Gucci finds itself in a liminal space: producing collections necessary for commercial rhythm, yet yearning for that elusive fashion spark.
Still, the message was clear: Florence is where Gucci blooms... and where it intends to bloom again.
FULL LOOK BOOK FROM THE CRUISE 2026 RUNWAY SHOW: