Gucci Cruise 2026 show in Florence sparks local backlash over space management
Gucci presented its Cruise 2026 collection in Florence's Piazza Santo Spirito, transforming the garden into a runway for an event that drew international press, buyers, and celebrities. The show generated controversy among residents, not directed at the brand but at the city administration for allegedly notifying citizens only days before, despite the location being known for months. Some locals protested the closure of adjacent streets and the use of public space, while others defended the event, noting that Gucci had cleaned the fountain, washed restaurant awnings, and repainted the walls of Palazzo Settimanni. The collection, designed by the style office awaiting new creative director Demna, honors Florentine textile traditions with brocades, jacquards, silks, and velvets, and debuts a high jewelry capsule called 'Monili' in collaboration with Pomellato. The show concluded with models exiting into the square, reinforcing the brand's statement that 'Gucci is Florence, and Florence is Gucci.'
Key facts
- Gucci presented Cruise 2026 in Florence's Piazza Santo Spirito.
- The runway was set in the garden of the square.
- Residents criticized the city administration for late notice about street closures.
- Some locals defended the show, citing Gucci's cleaning and restoration efforts.
- The collection was designed by the style office before Demna's debut as creative director.
- Cruise 2026 features Florentine textiles like brocades, jacquards, silks, and velvets.
- A high jewelry capsule 'Monili' was launched in collaboration with Pomellato.
- The show ended with models walking into the square, asserting Gucci's bond with Florence.
Entities
Artists
- Demna
Institutions
- Gucci
- Pomellato
- Corriere Fiorentino
- Artribune
Locations
- Florence
- Italy
- Piazza Santo Spirito
- Palazzo Settimanni
- via delle Caldaie