A Return to Roots in Florence
Gucci, the iconic luxury maison under the Kering Group, makes an emotional return to its origins with the Cruise 2026 collection, set against a historic and meaningful backdrop: Palazzo Settimanni, home to the Gucci Archive.
This storied building, nestled in Florence’s Oltrarno district, symbolizes a bridge between past and future, blending artisanal heritage with contemporary vision.
Florence, the Heart of Gucci: A Symbolic Homecoming
Founded in 1921 by Guccio Gucci, the maison has always maintained a deep connection with Florence—a city steeped in art, culture, and craftsmanship. After captivating the global fashion scene, Gucci returns to its birthplace to present a collection that is more than fashion: it’s a visual narrative of cultural roots and bold innovation.
The choice of Palazzo Settimanni, a landmark in the Santo Spirito neighborhood, is deliberate. Purchased in 1953, the building has served as a workshop and showroom. Since 2021, it has housed the Gucci Archive. Carefully restored to honor its architectural essence, each room holds a chapter of Gucci’s evolving aesthetic and conceptual journey.
Palazzo Settimanni: A Dialogue of Craftsmanship and Creativity
Set in the artisanal heart of the Oltrarno, Palazzo Settimanni embodies Florentine savoir-faire. It unites historical memory with forward-thinking design, making it the perfect setting for Cruise 2026. Within this storied space, Gucci celebrates the continuity of its identity through a runway show that heralds a new era.
On May 15, 2025, at 7:30 PM, the collection debuted during an exclusive event attended by fashion, design, and cultural icons. The runway transformed the Archive’s rooms into a stage of timeless elegance, where history and innovation coexisted in a seamless aesthetic dialogue.
A Tribute to Florentine Tradition and Gucci’s Avant-Garde Spirit
Returning to Florence—particularly to Palazzo Settimanni—is both a homage to Gucci’s history and a bold step forward. The Archive is no longer just a repository; it is a living space where the maison’s identity evolves through contemporary interpretations.
The Cruise 2026 collection embodies this spirit. It celebrates Florentine craftsmanship while reinterpreting heritage with a modern lens. Designed by Gucci’s in-house team ahead of Demna’s official arrival, the collection marks a pivotal transition. Rich materials, daring silhouettes, and nods to historical iconography come together in a dynamic expression of elegance and vision.
At the core of Palazzo Settimanni, past and future converge to define a new chapter in Gucci’s narrative.
Exclusive from the Runway: The Gucci Giglio Bag
Among the standout pieces of the Cruise 2026 show, the Gucci Giglio bag emerges as a symbol of refined elegance and Florentine pride. Paying tribute to the stylized lily—Florence’s historic emblem—the design draws from archival elements preserved in Florence and reimagines them for today.
Crafted in beige and dark brown GG canvas, the bag features signature green and red Web trim, a gold Double G logo, and a detachable pouch. The cotton green lining and concealed magnetic closure add practical charm. Spacious and sophisticated, Gucci Giglio is designed to elevate daily wear with timeless flair.
Available exclusively online, this must-have bag bridges heritage and modernity, offering a piece of the runway for the everyday wardrobe.
Demna’s Arrival: A New Creative Chapter for Gucci
Following Sabato De Sarno’s departure in February 2025, Gucci’s in-house team carried the creative torch with a transitional collection. Anticipating the arrival of Demna—currently Creative Director at Balenciaga—Gucci Cruise 2026 lays the groundwork for a new vision.
Known for his provocative and conceptual style, Demna is set to bring fresh energy to Gucci after his haute couture show in July. Cruise 2026 already hints at this upcoming dialogue between tradition and avant-garde, aligning with the maison’s ongoing evolution.
Elevating Florence: Fashion Meets Culture
The Cruise 2026 show reinforces Florence’s role as a global capital of creativity and luxury. By returning to the city, Gucci affirms its commitment to honoring and enhancing local heritage—both architectural and cultural.
This is not the first time Florence plays host to Gucci’s Cruise collections. In 2018, the Galleria Palatina at Palazzo Pitti set the stage. The choice of Palazzo Settimanni in 2026 confirms the brand’s deep connection with the city and its intention to give back to the community.
Beyond Fashion: Gucci’s Commitment to Culture and the Environment
Gucci’s involvement in Florence goes beyond the runway. As part of the Cruise 2026 event, the maison announced support for the 2026 Florence Summer Festival—a series of cultural, musical, and artistic events. It also pledged to help restore the historic Cascine Park, one of the city’s largest green spaces.
These efforts reflect Gucci’s inclusive and sustainable vision. By investing in culture and biodiversity, the brand affirms a tangible commitment to Florence’s future.
Cruise 2026: A Manifesto of Identity and Vision
Gucci’s Cruise 2026 show is more than a presentation of fashion—it’s a statement of identity. It honors Florentine artisanal roots while declaring a bold direction forward. At Palazzo Settimanni, the maison revisits its legacy, reinforces its connection with Florence, and outlines a future grounded in excellence, creativity, and responsibility.
Once again, Gucci proves it is not merely a brand—it is a cultural icon, capable of interpreting the present and shaping what lies ahead. And as always, it begins in Florence, the heartbeat of its soul.
