Gucci Cruise 2026: homecoming

Gucci is Florence, Florence is Gucci

42 photos

Gucci did not need to go anywhere else to present its Cruise collection. The Italian house has done the most radical, but also the most logical thing: return to the origin. Florence, where it all began in 1921, has become that sacred place where Gucci takes the pulse of its history right where it beats the strongest: in the Palazzo Settimanni, a 15th century building that functions as a time capsule and the heart of the Italian house’s archive.

The collection moves like the city. The Renaissance is present in the fabrics, in the symbols of Gucci and in its details. Brocades, velvets, silks and lace appear in the looks without fear of excess. The contemporary appears in the accessories. The new Giglio bag, (yes, like the lily that represents Florence), is one of the pieces that best embodies this fusion with the archive and the present. The result? An immediate object of desire.

Leather, Gucci’s DNA since its beginnings as a luxury luggage manufacturer, is also deployed in pieces like the Horsebit. And the GG monogram -that old acquaintance- acts as a point of union for garments and accessories, while the new silhouette, with sharp shoulders and sinuous lines, adapts to any life situation, whether it’s a stroll or an evening cocktail party.

There is something profoundly cinematic about it all. Gucci recovers that glamorous drama that made her an icon, and does so with a collection rich in details, which understands that style is not only dressing, but representing. That’s why the models ended their runway crossing the doors of the Palazzo and walking through Florence.

Gucci takes to the streets again, as if starting a new chapter in its history, with its eyes set on the horizon. Because, as CEO Stefano Cantino says, “Returning to Florence is both a tribute and a reaffirmation of our bond with the cultural and artisanal heritage that defines us. The Archive is not just a repository of our past; it is a living space where Gucci’s codes of identity are preserved and reinterpreted through constant dialogue.”

And the truth is that, at a time when the archive has become a global fetish, Gucci has done what it had to do: put theirs into active use.