(Photo courtesy of WWD)
Gucci is gearing up for a return to its heritage roots.
The fashion house confirmed on Thursday that its Cruise 2026 collection will debut at the brand’s storied Archive in Palazzo Settimanni on via delle Caldaie.
Gucci Returns to Its Roots at the Iconic Palazzo Settimanni
(Photo courtesy of Fashion Network)
Set in the heart of the Oltrarno district, the archive-filled Palazzo will provide a dramatic backdrop for Gucci’s much-anticipated Cruise 2026 reveal. The 15th-century building was acquired by Gucci in 1953. Once a workshop, factory, and showroom, it was later transformed into the Gucci Archive in 2021.
“Returning to Florence — and specifically to Palazzo Settimanni — is both a tribute and a declaration of intent,” stated Gucci’s chief executive officer, Stefano Cantino.
“The archive is not merely a repository of our past; it is a living space where Gucci’s identity codes are preserved and reinterpreted through an ongoing dialogue. Presenting the cruise 2026 collection here reaffirms our bond with the cultural and artisanal heritage that defines us, while projecting it into the future with coherence and ambition.”
In 1921, Guccio Gucci—shaped by his time working at The Savoy hotel in London—founded his first artisanal workshop on Via della Vigna Nuova in Florence. Over a century later, the city still beats at the heart of the House, home to Palazzo Gucci, Gucci Osteria, Gucci Giardino, and major creative hubs in Casellina and Gucci ArtLab.
All Eyes on Demna—But Gucci’s Cruise 2026 Will Be a Team Effort
(Photo courtesy of ELLE)
Demna, who has served as Balenciaga’s creative director since 2015, was announced last March as the new creative lead at Gucci.
As the House awaits Demna’s official start following his final Balenciaga couture show on July 9, Gucci’s in-house team will lead the Cruise 2026 design, marking the first collection since Sabato De Sarno’s exit earlier this year.
As anticipation builds around Demna’s arrival, hopes are high for a strong new chapter at Gucci.
“Demna will bring to Gucci something exceptional. His way of defining fashion today is pretty unique, and this is what Gucci deserves and needs for the future,” shared CEO Stefano Cantino during a press briefing at Kering’s Paris headquarters.
Only time will tell if Demna adds new icons to Gucci’s legacy, which already includes crowd-pleasers like the Jackie bag, Horsebit loafers, the Dionysus bags, the GG Marmont and Sylvie lines, and of course, the signature double G belt.
Florence’s Mayor Honors Gucci’s Return
(Photo courtesy of Wikipedia)
Commenting on this standout moment for Florence, Mayor Sara Funaro praised the show as “an extraordinary event in the very city where the brand was born, and in the place that best tells its story.”
In her words, the Gucci Archive is “a setting rich with history and meaning, rooted in the part of the city where the artisan tradition is most deeply felt — an identity we are committed to enhancing,” a nod to the deep-rooted craftsmanship that defines Florence.
More Than Just a Pretty Show
(Photo courtesy of Hypebeast)
Beyond the runway, the upcoming event reinforces Florence’s vital role in the global fashion landscape, with Gucci playing a leading role in an industry that, while weathering setbacks, continues to rely on local talent and forward-thinking ideas.
Gucci's return to Florence is not just symbolic but also part of a broader initiative to reinforce its cultural and artisanal ties to the city.
The brand plans to support local cultural programs, such as the Estate Fiorentina 2026, and contribute to the redevelopment of public spaces like the Parco delle Cascine.
This Year Hasn’t Been Kind to Gucci
(Photo courtesy of Gucci)
The upcoming Cruise 2026 collection at the iconic Palazzo Settimanni is expected to bring some much-needed positive attention to Gucci, following a difficult quarter where sales fell 25% to 1.6 billion euros, contributing to a 14% drop in Kering’s revenue for the first three months of the year (per Kering report).
This dramatic decline is part of a broader trend affecting the entire luxury sector. As detailed by McKinsey & Company, the industry is facing one of its toughest years in nearly a decade. For the first time since 2016 (excluding 2020), luxury brands are expected to create less value than the year before.
Rising prices are evidently starting to backfire, as even legendary brands like Gucci are feeling the pullback from the most loyal customers. Faced with this new reality, many shoppers are now embracing a Plan B: the booming secondhand market.
ZenLuxe and similar online platforms are emerging as preferred avenues for luxury seekers, and the reason is valid. They get to shop from curated collections of authentic designer pieces in mint condition, and most appealingly, priced far below their original, ever-rising retail tags.
Even those with no shortage of spending power are embracing the secondhand shift. According to Business Insider, celebrities like Jessica Parker, Macklemore, and Janelle Monáe have all spoken about how preloved fashion changed the way they shop. And it might just change yours too; with ZenLuxe, you can shop your dream designer items with ease and have them neatly packaged and swiftly delivered right to your doorstep.
About The Writer
Meet Mariam — a fashion writer who lives and breathes all things vogue and glamour. For her, the most therapeutic aspect of fashion goes beyond simply shopping for the latest styles that appear in stores; it’s fully experiencing this glamorous world from the little details to the big moments (there's nothing quite like the thrill of flipping through a sleek fashion magazine, is there?).
