At last night’s Gucci Cruise 2026 show, the brand made its way back to where it all began: Florence, the birthplace of Gucci in 1921 and home to its archives at Palazzo Settimanni, built in the 15th century. The archives, impressively ornate and expansive, hold the legacies of Tom Ford, Frida Giannini, and Alessandro Michele, showcasing the brand’s evolution while staying true to its Italian extravagance and glamour. The city of Florence, originally named Florentia, meaning blossoming in Latin, served as the perfect backdrop for a show symbolizing new growth from fertile ground.
Gucci finds itself in a transitional moment, with Sabato De Sarno’s recent reinterpretation of house codes still fresh in memory, and the anticipation of Demna’s reign as the new creative director, following his success at Balenciaga. Set to Italian composer Ennio Morricone’s soundtrack, the collection featured statement faux-fur coats, sparkly GG monogrammed leggings, and drop-shoulder brocade jackets reminiscent of ’80s power looks. Lace details, lush silk blouses, and ornately beaded evening gowns added a touch of modernity to classic designs, with bags offering customizable mobility for the wearer.
As the models took to the Piazza Santo Spirito for the finale, the audience, including François-Henri Pinault and Francesca Bellettini of Kering, erupted in applause, celebrating Gucci’s rich heritage and ever-evolving contradictions. The design team’s dive into the brand’s 46,000-piece archive highlighted Gucci’s unique blend of tradition and innovation, proving that its contradictions are indeed its greatest strength. The Gucci Resort 2026 collection not only showcased the brand’s roots but also hinted at an exciting future under Demna’s creative direction.
