Gucci is set to present its Cruise 2026 collection in Florence, Italy, on May 15, 2025, honoring the city where the brand was founded in 1921. The event, titled "Gucci Firenze," will be held at a location yet to be disclosed, marking a return to Florence after a previous show in London earlier this year. Creative Director Sabato De Sarno aims to celebrate Gucci's deep-rooted connection to Florentine craftsmanship and creativity, a theme that has been prominent in the brand’s history. This is particularly significant as Gucci faces a 20% revenue decline, prompting a push to reinforce its heritage and elevate its market position. The brand has strong ties to Florence, with various historical locations and facilities in the city, including its flagship boutique and the Gucci Archive. De Sarno’s previous collection was showcased at Tate Modern, highlighting a shift back to the maison's origins.