Gucci will show its Cruise 2026 collection in Florence, Italy, where Guccio Gucci founded the label in 1921. The show will take place on May 15, 2025 at a location still to be revealed.
The move comes as the Kering-owned brand aims to underscore its heritage story and push upmarket amid sliding sales. Like peers, Gucci is suffering from a wider decline in consumer appetite for luxury goods, but the label has been hit harder than most, with revenue down 20 percent in the first half.
Gucci promoted deputy chief executive Stefano Cantino to the top job earlier this month, as the brand struggles to elevate its image and build momentum around designer Sabato De Sarnoâs collections. Last week, chief brand officer Alessio Vannetti left the company.
Kering reports third-quarter sales Wednesday after market.
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This Week: How Deep Will Luxuryâs Downturn Go?
Following LVMHâs sales miss, Kering, Hermès and Zegna will offer further insights on how plummeting demand from China is playing out across the sector.
