Gucci and Sabato De Sarno are already making moves for next spring. For the Italian luxury house's next Cruise 2026 show, Gucci and the creative director are paying tribute to the city of Florence. An ode to the city that the brand was founded in 1921, Gucci is returning home to present its Cruise 2026 collection next spring.
Titled "Gucci Firenze," the collection will mark De Sarno's second cruise collection with the brand following its extravagant show at the Tate Modern in London last May. The show saw A-list guests like Dua Lipa, Demi Moore, Paul Mescal, and Kate and Lila Moss turn up, cementing Gucci's hold in the celebrity fashion world. Naming Florence as the stage for its destination show falls in line with Gucci's history. De Sarno's predecessor Alessandro Michele also staged the Cruise 2018 show in Florence at the Palatina Gallery in Palazzo Pitti.
At this time, the brand has not revealed the exact location just yet. It has corporate offices in Casellina, a 30-minute drive from Florence. In 2018, it opened its leather goods and shoe industrial complex in Scandicci that gave way to its cutting-edge Gucci ArtLab. Gucci also has its own global digital client service hub located in Tuscany. In Florence, Guccio Gucci opened its first eponymous leather goods shop on the famous Via della Vigna Nuova in Florence in 1921. In a statement, Gucci said that the city of Florence "embodies Italian craftsmanship and visionary creativity, while reaffirming [De Sarno’s] contemporary vision, deeply rooted in the brand’s heritage and lasting influence." Gucci's storied boutique on Via de’ Tornabuoni opened in 1967 and now has stores all over the world.
The Gucci Cruise 2026 show lands in Florence on May 15, 2025.
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