Florence becomes a living runway in Gucci’s Cruise 2026 campaign, set against the bohemian streets around Piazza Santo Spirito, just steps from the Gucci Archive where the collection first came to life.
The House returns to its birthplace with a renewed sense of purpose, mining a century of craftsmanship and creativity to shape its next chapter.
The campaign captures Florence’s perpetual spring, blending the city’s romantic history with a modern, free-spirited edge. Pieces swing between minimal polish and maximal flourish, echoing the eclectic energy of the archive that inspired them.
Leather goods take the spotlight, honoring the origins of Gucci’s legacy. Among them, the new Gucci Giglio handbag stands out: named for the lily that has symbolized Florence since medieval times, it becomes both emblem and narrative thread.
Cruise 2026 is a love letter to Florence told through silhouettes, texture, and the unmistakable pulse of the city.
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