Gucci will return to its founding city of Florence for its Cruise 2026 collection, with Creative Director Sabato De Sarno set to present on May 15, 2025. The show, titled Gucci Firenze, marks a poetic return to the city where Guccio Gucci founded his leather goods shop in 1921.
The announcement follows De Sarno's first Cruise show for the House in London—a city that played a pivotal role in Gucci's origin story, where founder Guccio Gucci's position as a luggage porter at The Savoy hotel inspired his future vision.
This homecoming celebrates the House's deep-rooted connection to Florence, a city synonymous with Italian craftsmanship and creative vision. While the exact location remains under wraps, the show promises to merge De Sarno's contemporary perspective with Gucci's rich heritage.
The decision to stage the show in Florence reinforces the brand's commitment to its origins while advancing its position at the forefront of luxury fashion under the leadership of President and CEO Jean-François Palus and De Sarno's creative direction.
