Gucci to stage next Cruise show in Florence

After the show in London, on the upcoming May 15th, Gucci and creative director Sabato de Sarno will present the Cruise 2026 collection in Florence, the birthplace of the maison. The Tuscan city will host the show named "Gucci Firenze", demonstrating the strong bond between the brand and the culture of Florentine craftsmanship. The last time the brand showcased a cruise collection in Florence was in 2017, when Alessandro Michele was still at the creative helm, with a show at Palazzo Pitti. However, Gucci’s connection with Florence has deep roots: born near the Arno river, the Gucci maison was founded by Guccio Gucci in 1921, staying under the management of the Tuscan family until the 1980s, when they started selling parts of the company. In recent years, films like House of Gucci have reinforced the city’s connection with the brand in the public perception, romanticizing the aesthetic crafted by the maison’s designers during its early decades. Who knows if, for the "Gucci Firenze" event, De Sarno will draw inspiration from Gucci’s collections of the 1970s?

In the press release announcing the event, Gucci states that the city «embodies Italian craftsmanship and visionary creativity, while reaffirming [De Sarno’s] contemporary vision, deeply rooted in the brand’s heritage and lasting influence». The venue for the event has not yet been revealed, but Gucci still owns several spaces in Florence suitable for the occasion: the offices in Casellina and the Gucci ArtLab, a leather goods lab opened in 2018; the maison’s boutique on Via de' Tornabuoni, established in 1967; the Palazzo della Mercanzia, which hosts artistic and cultural events organized by the brand, as well as the Gucci Osteria by Massimo Bottura; and finally, the Gucci Archive at Palazzo Settimanni, owned by the brand since 1953.