Gucci has announced that the brand’s birthplace, Florence, will be the backdrop for its Cruise 2026 (Resort 2026) collection on May 15th.
Florence, the cradle of the Italian Renaissance, will once again play host to Gucci’s sartorial vision. This choice resonates deeply with the brand’s history, as it was here that Guccio Gucci opened his first leather goods shop on Via della Vigna Nuova in 1921.
Sabato de Sarno’s choice of Florence for the Cruise 2026 presentation follows the successful Cruise debut at London’s Tate Modern last May. That event attracted an illustrious crowd, including Dua Lipa, Demi Moore and the Moss duo – Kate and Lila.
While the exact location in Florence remains under wraps, the brand’s statement emphasizes how Florence “embodies Italian craftsmanship and visionary creativity,” which fits perfectly with de Sarno’s modern interpretation of Gucci’s enduring legacy.
This isn’t the first time Florence has served as the canvas for Gucci’s Cruise collections. In 2017, Alessandro Michele, de Sarno’s predecessor, chose the Palatina Gallery at Palazzo Pitti for his Cruise 2018 showcase.
Gucci’s ties to Florence extend far beyond its retail presence. The city and its surrounding areas are home to key components of the brand’s operations. Just a short drive away in Casellina are Gucci’s corporate offices. Nearby Scandicci is home to the Gucci ArtLab, an avant-garde complex dedicated to leather goods and footwear production.
The brand’s global reach is also managed from Tuscan soil, with the Gucci 9 digital customer service center located in the region. Florence itself boasts several Gucci landmarks, including the iconic Via de’ Tornabuoni boutique, opened in 1967, and the Palazzo della Mercanzia concept space, which hosts cultural events and the Gucci Osteria by Massimo Bottura.
Perhaps most importantly, Florence is home to the Gucci Archive at Palazzo Settimanni. Acquired by Gucci in 1953, the historic building has served various functions over the years before being transformed into the company’s archive in 2021.
Last week, Chanel was the first brand to reveal its plans for the Cruise season, is scheduled for April 29th and will be set in Lake Como, Italy.
