Gucci‘s heading back to its roots. On May 15, 2025, the House will launch its Cruise 2026 collection in Florence—the birthplace of the brand. Creative Director Sabato De Sarno is taking Gucci back to where it all began in 1921, when Guccio Gucci opened his first leather goods shop, inspired by his days as a porter at The Savoy in London.
This time, it’s called Gucci Firenze. After debuting his first Cruise collection in London earlier this year, De Sarno is bringing the narrative home. The upcoming show is set to be a tribute to Florence’s craftsmanship and creativity, echoing Gucci’s deep, historical ties to the city. Expect a nod to tradition, but with De Sarno’s modern twist—a blend of past and future that’s all about what makes Gucci timeless.
