RETURNING TO ITS ROOTS:
Gucci’s creative director, Sabato De Sarno, is set to honor the picturesque city of Florence, where the iconic brand began its journey in 1921, by staging the highly anticipated cruise 2026 collection there on May 15. This event will be aptly named “Gucci Firenze,” underlining the deep connection between the brand and its birthplace.
The precise venue within Florence will be disclosed later, keeping audiences intrigued about the majestic location that will host this glamorous affair.
This upcoming showcase will mark De Sarno’s second cruise collection for the brand, following last year’s star-studded event held in London at the Tate Modern, where celebrities including Dua Lipa, Demi Moore, Paul Mescal, and iconic models Kate and Lila Moss graced the occasion.
Florence has seen Gucci’s creative expressions before, as it was also the venue for a spectacular destination show in 2017 that featured the cruise 2018 collection, presented by De Sarno’s predecessor, Alessandro Michele, in the elegant Palatina Gallery at the Palazzo Pitti.
The roots of Gucci stretch back to 1921, when Guccio Gucci opened his first leather goods boutique on Via della Vigna Nuova in Florence. Over the decades, the brand has only solidified its bond with this enchanting city. Florence is known for its rich Italian craftsmanship and visionary creativity, elements that resonate deeply with De Sarno’s contemporary vision infused within the brand’s illustrious heritage.
Gucci’s corporate headquarters are situated in Casellina, just a 30-minute drive from Florence. Additionally, the avant-garde Gucci ArtLab, a facility dedicated to leather goods and shoe production that was inaugurated in 2018, is located in nearby Scandicci. The brand’s global digital client service hub, Gucci 9, is also proudly based in Tuscany, highlighting the region’s importance to the brand’s operations.
In Florence, you’ll also find the renowned Gucci boutique on Via de’ Tornabuoni, which has been an iconic shopping destination since its opening in 1967. Furthermore, the unique concept space at Palazzo della Mercanzia—previously known as Gucci Garden—serves as a hub for artistic and cultural events, hosting the chef Massimo Bottura’s Gucci Osteria, the first among four of its kind, with the others located in Beverly Hills, Tokyo, and Seoul.
AGNESE BEDINI
The storied Gucci Archive, located in Palazzo Settimanni on Via delle Caldaie in Florence, has a rich history itself. Acquired by Gucci in 1953, it has served various purposes over the years, functioning as a factory, workshop, and showroom before being transformed into the brand’s archives in 2021.
Interestingly, Gucci is not the only high-profile brand to unveil its cruise season plans recently. Following the departure of creative director Virginie Viard in June, Chanel also announced that it would host its destination show on April 29 in the picturesque Lake Como, Italy; however, more details regarding the exact location still remain undisclosed.
