Gucci is Florence, Florence Is Gucci
Gucci returns to Florence—the cradle of the Renaissance and the brand’s birthplace—in a symbolic gesture of renewal and reconnection. This iconic city, where Gucci was founded in 1921, remains a constant source of inspiration, deeply intertwined with the House’s artisanal heritage and commercial legacy. Florence, whose name stems from the Latin word “florentia,” meaning to blossom, is not only foundational to Italian fashion but also a living testament to history, where the past continuously informs the future.
With the 2026 Cruise collection, Gucci embraces this rich legacy, presenting a narrative that is both deeply rooted and forward-looking. At the heart of it all stands the 15th-century Palazzo Settimanni—home to the Gucci Archive—a space where the House’s history, present, and vision for tomorrow coalesce. It’s more than a repository of memory; it’s Gucci’s time machine.
Everything you need to know about Gucci Cruise 2026:
Unveiled in this historic setting, the Cruise 2026 collection reflects a playful blend of eras and aesthetics. Archival influences and Florence’s own material history are reimagined across a spectrum that spans minimalist to maximalist expressions. Centuries of craftsmanship are woven into every piece—from richly embroidered lace to opulent brocades, silks, velvet, and jacquards, all referencing Florence’s long-standing role as a centre of fabric production. Showcasing a deliberate tension between each piece, all of the silhouettes are both bold and refined.
A recurring GG Monogram threads through the collection, while a reimagined single G motif makes its mark on belt buckles, shoe heels and inlays. Silhouettes are bold and sculptural, with structured shoulders and flowing lines that transition effortlessly from day to evening. Leather goods—the origin and soul of Gucci—maintain their iconic appeal in archival forms, while new styles, like the soft, hand-held half-Horsebit and vanity-inspired bags, introduce a casual elegance.
One standout is the Gucci Giglio bag, a tribute to Florence and its centuries-old emblem, the lily (giglio in Italian). This piece, launching immediately after the show, captures the spirit of the city and its enduring connection to the House.
Gucci’s leather legacy extends into high jewellery through Monili, a new collection created in collaboration with Pomellato. Inspired by Pomellato’s 1984 designs, the pieces fuse leather, gold, and pavé diamonds in exquisite creations like necklaces and minaudières, showcasing shared craftsmanship and meticulous detail.
A distinctive thread of Italian sprezzatura—effortless elegance with a touch of studied imperfection—runs through the entire collection. This sensibility, rooted in Renaissance courtly style and woven into Gucci’s identity from the start, defines both the clothing and the intimate, salon-style presentation of the show.
In a poetic finale that breaks from tradition, Gucci’s models will leave the palazzo and step into the piazza outside, merging once again with the city streets. It is a symbolic return, a renewal, a continuation of the journey where Gucci and Florence remain inextricably linked. Because, as ever, Gucci is Florence. Florence is Gucci.
Discover more about the collection here.
