On 15 May, Gucci will stage its Cruise 2026 collection at the Palazzo Settimanni in Florence - a location that’s as symbolic as it is historic; the show marks a significant return for the fashion House and anchors its future vision in the birthplace of its century-old legacy.
The Palazzo, tucked away in the Oltrarno district, Florence’s artisanal heartland, has been part of Gucci’s DNA since 1953. Once a factory, then a showroom, it was transformed into the Gucci Archive in 2021. Now, it serves as a living museum of the brand’s most iconic pieces and evolving identity. “The Archive is not merely a repository of our past,” said Gucci CEO Stefano Cantino, “but a space where our codes are reinterpreted. Showing Cruise 2026 here reaffirms our commitment to Florence - not just in sentiment, but in action.”
The collection is expected to reflect this synthesis of heritage and reinvention. And while Cruise shows often whisk editors and celebrities off to far-flung locales, this season, Gucci is looking inward - leaning into legacy, locality, and craft.
As part of the event, Gucci will contribute to the city’s 2026 Estate Fiorentina cultural programme and support the redevelopment of Parco delle Cascine, reinforcing its long-standing ties to Florence not just as a fashion capital, but a cultural collaborator. Mayor Sara Funaro called the event “a homecoming” and a reminder that, despite its global scale, Gucci’s roots remain firmly planted in Florentine soil. “This city shaped the brand and the brand has never turned its back on that,” she said.
The show is set to draw a global audience, but its backdrop is unmistakably local. For a brand constantly navigating the tension between past and present, the Cruise 2026 collection may be one of its most grounded gestures yet.
