Gucci goes alfresco in Florence as it awaits rebirth under buzzy new creative boss

Florence, the birthplace of the Renaissance, has become a catalyst for Gucci's revival as the Italian luxury brand collaborates with director Demna in an outdoor fashion show there. Despite a 47% decline in sales over two years, Gucci is banking on a bold new creative direction to reboot its image and fortunes. The 2026 cruise collection showcased vibrant, retro-inspired designs, with models walking in iconic locations like Piazza Santo Spirito, while Demna's signatureModest takes were highlighted. With Florence at the center of this revival, Gucci is poised for a rebound under Demna's dynamic leadership.