Gucci reveals the location of its Cruise 2026 fashion show

Gucci is returning to its essence. The Italian brand has announced that its Cruise 2026 show will take place in Florence, and not just anywhere: the historic Palazzo Settimanni, in the heart of Oltrarno, the city’s most authentic and artisanal heart. This isn’t just a location, it’s a statement of principles.

Palazzo Settimanni is more than stone and memory: it is pure Gucci DNA. Since 1953, when the House acquired it, this space has lived multiple lives—from atelier to showroom, and since 2021, it has become the official home of the Gucci Archive. Restored with obsessive precision, it is today a temple where past and present coexist, guardian of the pieces that have defined the Gucci imagery and catalyst for all that is to come.

This return to Florence is no coincidence. It’s a symbolic move: it was here that Guccio Gucci founded the brand in 1921. Since then, the city and the House have grown together, intertwined by craftsmanship, art, and innovation. Today, Florence is home to Palazzo Gucci, the Gucci Osteria, the Gucci Giardino, the Art Lab, and other hubs that keep the brand’s creative pulse alive.

But Gucci doesn’t just show its fashion shows: it also invests in the city. For the show, the brand will collaborate with the 2026 edition of the Estate Fiorentina festival and fund the restoration of the Parco delle Cascine, strengthening its cultural connection with the city beyond the fashion calendar.

“Returning to Florence—and especially to Palazzo Settimanni—is a powerful gesture,” says Stefano Cantino, CEO of Gucci. “This archive is not just a place of memory, it’s a living space where legacy is constantly reinterpreted. Presenting Cruise 2026 here is projecting our roots into the future.”

From the Florentine administration, the enthusiasm is palpable. “The Gucci show not only puts Florence on the global fashion map: it’s an act of pride and authenticity,” declared Mayor Sara Funaro. “This event confirms that the relationship between Gucci and Florence remains as strong as ever. It’s a homecoming that never really ended.”

And Florence isn’t just postcard-pretty: it’s a city with a true creative pulse. “Fashion, craftsmanship, and culture aren’t accessories here, they’re our raw material,” add Councilors Vicini and Bettarini. “Gucci doesn’t just show its fashion: it celebrates Florentine identity, projects it to the world, and attracts a new generation of international talent who come to train at this unique intersection of history and avant-garde.”