Gucci’s 2026 Cruise Show
Written By Greta Felton
The international fashion powerhouse Gucci announced on Monday, October 21, that its 2026 Cruise show will take place in Florence, Italy—a tribute to the city where Guccio Gucci founded the iconic brand in1921.
The annual cruise show typically highlights collections crafted by Gucci’s studio team in historical locations, blending the brand's design ethos of quality and inclusivity with cultural significance.
The 2024 show at Gyeongbokgung Palace in Seoul seamlessly merged the palace’s traditions with Gucci’s contemporary aesthetics, celebrating the fusion of Korean heritage with global fashion. In 2025, Gucci presented its cruise collection at the Tate Modern in London, using the industrial ambiance of the gallery to contrast with London’s vibrant springtime surroundings.
In response to recent challenges, including declining sales partly due to the rise of fast fashion, Gucci is positioning the 2026 show as a homage to its roots. Forbes recently reported that Gucci's group revenues, “at $9.8 billion (€9.0 billion) were off 11% from the same period last year and worse, recurring operating income tanked 42% to $1.7 billion (€1.6 billion).” In light of these figures, Gucci aims to reaffirm its legacy of timeless design and craftsmanship in the upcoming show.
Guccio Gucci began his fashion empire as a travel leather goods store on Via della Vigna Nuova in Florence in 1912. Following the creation of Gucci’s first canvas bag in 1947, the company expanded internationally, opening a second storefront in New York and quickly gaining momentum. By the 1960s, Gucci introduced ready-to-wear collections, expanding its offerings from accessories to full wardrobes, catering to a clientele that demanded everything from athletic to formal wear.
By the 1960s, Gucci introduced ready-to-wear collections, expanding its offerings from accessories to full wardrobes, catering to a clientele that demanded everything from athletic to formal wear. The 2026 Cruise show will embody this pioneering spirit, showcasing Gucci as more than just luxury goods—it’s a living testament to artistry, innovation, and a legacy spanning over a century.
As Gucci stated, “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 celebrates its history and reinforces its timeless place in the fashion world in homage to a legacy tailored to luxury fashion.
Edited By Hana Razvi, Katherine Rubinstein, Sophia Buckholtz, Olivia Daly, Safa Razvi, Brett Byers & Jordann Landretti
