Gucci unveiled its Cruise 2026 collection in Florence, Italy, signalling a return to its roots. The show took place at Palazzo Settimanni—a 15th-century building in the Oltrarno district that has been part of Gucci’s story since 1953. Once a workshop, showroom, and factory, the palazzo was transformed into the Gucci Archive in 2021, making it a fitting venue for this milestone moment.
The collection marked more than a celebration of Florentine heritage; it underscored Gucci’s legacy during a pivotal transition. This was the final presentation by the in-house design studio ahead of the highly anticipated debut of new creative director Demna, following his departure from Balenciaga.
More than a fashion show, the Cruise 2026 presentation was a tribute to the brand’s enduring legacy and a preview of its future. As models moved through the historic palazzo, locals watched from nearby cafés and windows, lending a communal atmosphere that underscored Gucci’s deep ties to the city.
The collection was beautifully done, balancing tradition and innovation through some serious standout looks. The energy was very sexy, sweaty, and cocaine nights of the ’70s/’80s. I was thinking of Sharon Stone in Casino type energy. It was sexy and elegant—lots of sheer fabrics, furs, and patterns. Big shoulder energy. Hot af.
Here’s our favourite looks in no particular order out of the 42:
Florence remains central to Gucci’s identity, with landmarks like Palazzo Gucci, Gucci Osteria, Gucci Garden, and Gucci ArtLab reinforcing that bond. In tandem with the show, Gucci announced support for the 2026 Estate Fiorentina summer festival and its role in redeveloping Parco delle Cascine, the city’s largest historic park, further cementing its cultural and civic commitment.
These designs, among others, reflected Gucci’s evolving aesthetic, bridging its storied past with a bold new chapter under Demna’s forthcoming leadership. Watch the full runway show below.