Gucci recently changed designers following a significant drop in sales—down 24% in the last quarter of 2024 and 25% in the first quarter of 2025—unveiled its latest collection in a runway show that started in the 15th-century Palazzo Settimanni. Notable attendees included actors Paul Mescal, Viola Davis, and Jeff Goldblum, who resides in Florence. The event continued outside, where Gucci employees and local fashion enthusiasts watched from nearby bars and cafes as the show took an alfresco lap. The design team showcased an upbeat display of Gucci’s greatest hits, including jewel-toned brocade mini-shift dresses, deep-cut kaftans, and plush faux-fur coats that embraced the charismatic jet-set glamour of the 1960s—think Elizabeth Taylor filming "Cleopatra" in Rome or Jackie Onassis vacationing in Capri. Jodhpur silhouettes also paid homage to the brand's equestrian heritage, which is synonymous with the iconic horsebit loafer.
“Gucci is Florence, and Florence is Gucci,” said CEO Stefano Cantino during the show. He noted that the collection possesses a "cinematographic soul," partly reflected in the soundtrack from Claude Lelouch's 1966 film "A Man and a Woman." There were hints of Demna's influence (who will start as the new Creative Director later in the year), seen in oversized jackets with strong structured shoulders paired with ruched silk blouses and fluid pants
The new Gucci Giglio bag pays tribute to Florence and its emblem, the giglio (Italian for lily), which has symbolized the city since medieval times. It will be available immediately following the show. Gucci's leatherwork heritage was further explored in a new high jewelry collection co-created with Pomellato, also under Kering’s ownership, named “Monili,” which means "jewels" in Italian. This collection, inspired by Pomellato designs from 1984, featured leather, gold, and pavé diamonds, culminating in a necklace and minaudière showcased in the show.
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