Gucci’s Cruise 2026 Returns To Historic Florence Roots

Gucci has officially announced that its Cruise 2026 collection will be unveiled at the Gucci Archive in Florence, Italy. This prestigious event will take place in the historic Palazzo Settimanni, a location rich in heritage and deeply embedded in the brand’s identity—marking a powerful return to the roots of the iconic fashion house.

Photo Credit: Gucci

Palazzo Settimanni, located in the Oltrarno district, has long been a symbol of Florence’s artistry and craftsmanship. Since its acquisition by Gucci in 1953, the site has served many roles—from workshop and factory to showroom. It became the home of the Gucci Archive in 2021 after an extensive restoration project.

Today, the Archive stands as a living museum—a space where tradition meets modern innovation. It safeguards Gucci’s most iconic creations while constantly inspiring new interpretations of its signature style. By choosing this venue for Cruise 2026, Gucci sends a strong message about honoring the past while boldly shaping the future.

The move to host the show in Florence is a deliberate tribute to the city where Guccio Gucci founded the brand back in 1921. Florence has always played a vital role in shaping the Maison’s creative identity and continues to do so through its various Gucci landmarks and institutions.

These include Palazzo Gucci, Gucci Osteria, and the lush Gucci Giardino. Nearby, in Casellina, Gucci’s offices and production facilities operate alongside Gucci ArtLab—a center of experimental fashion design and craftsmanship. Together, these places reflect the company’s enduring connection to the region.

This Cruise show also aligns with Gucci’s broader mission to support cultural preservation and community enrichment. As part of this initiative, the brand will contribute to the Estate Fiorentina 2026 cultural program and back the redevelopment of Parco delle Cascine, Florence’s largest public park.

Stefano Cantino, CEO of Gucci, emphasized the symbolic importance of the location. “Returning to Florence—and specifically to Palazzo Settimanni—is both a tribute and a declaration of intent,” he said. According to him, the Archive is not just a vault of memories but a dynamic space that bridges past, present, and future.

Hosting the Cruise 2026 collection in this setting, he added, is about reaffirming Gucci’s identity and projecting it into the future with consistency and ambition. It is a clear acknowledgment that Florence’s spirit of creativity still breathes life into the brand’s global vision.

Florence Mayor Sara Funaro praised Gucci’s decision to return to its hometown. She called the Archive “a setting rich with history and meaning” and expressed pride in the city’s role in shaping the Gucci narrative. She highlighted that, while Gucci has expanded globally, its connection to Florence has always remained strong and unbroken.

Photo Credit: Gucci

Funaro pointed out that this event is not just a celebration of fashion but also an affirmation of Florence’s importance in the international fashion scene. She stressed the city’s commitment to strengthening its identity as a hub of artisanal excellence and cultural depth.

Jacopo Vicini, Florence’s Councillor for Economic Development and Tourism, and Giovanni Bettarini, Councillor for Culture, echoed this sentiment. They noted that Gucci’s presence is a reflection of Florence’s long-standing tradition of innovation and creativity.

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