The Cruise 2026 campaign unfolds through the streets surrounding Florence’s Piazza Santo Spirito, echoing the collection’s first debut at the Gucci Archive – a living space that continues to shape the House’s past, present, and future. As Gucci’s birthplace in 1921, Florence once again acts as both stage and muse, offering the backdrop and inspiration for a collection that embraces the city’s spirit of perpetual spring.

Influenced by the archive, the designs reinterpret Florence’s rich history in a playful blend that shifts between minimal and maximal expression. Leather goods, central to Gucci’s origins in the city, carry the narrative forward. Among them is the Gucci Giglio handbag, named after the Italian word for lily, the stylized emblem that has represented Florence since medieval times.

As the Cruise 2026 collection became available in stores worldwide and online on gucci.com starting 15 November, your closet will definitely be getting some treats.