Gucci recently revealed its Cruise 2026 collection in Florence at the Palazzo Settimanni. Last year, the Italian luxury fashion house had turned London’s Tate Modern art gallery into a ramp showcasing its 2025 line at the venue.
Louis Vuitton will also bring its Cruise 2026 show on May 22 at one of France’s most iconic monuments, the Palais des Papes in Avignon, in the Provence-Alpes-Côte d’Azur region of France. The creations are part of the architectural journey highlighting heritage and local culture by Nicolas Ghesquière, artistic director of the women’s collections, who has chosen to show in this marvel of Gothic architecture, classified as a historic monument and a UNESCO World Heritage site.
More and more luxury brands now narrate their brand story and heritage to build a strong sense of identity and connection with consumers. By using storytelling and visual elements to convey their values and inspire consumers, fashion houses bolster their vision to contribute to the conservation of heritage and celebrate diverse cultures.
For instance, Palazzo Settimanni is located in the heart of Florence’s Oltrarno district, a neighbourhood long associated with artistry and craftsmanship.
The place was acquired by Gucci in 1953, and the building has served over time as a workshop, factory, showroom, and, since 2021, the home of the Gucci Archive.
While Gucci’s return to Florence, the city where Guccio Gucci founded the brand in 1921, has roots in legacy, craftsmanship, creativity, and cultural richness symbolise Florence. These values remain central to Gucci’s identity.
It is also home to Palazzo Gucci (museum dedicated to the iconic Italian fashion house); Gucci Osteria, a chain of contemporary Italian restaurants operated by the fashion house in collaboration with Michelin-starred chef Massimo Bottura), and Gucci Giardino (all-day café and cocktail bar), as well as the offices and production hubs in Casellina and Gucci ArtLab — sites that embody the maison’s deep and lasting connection to the region.
“Returning to Florence, and specifically to Palazzo Settimanni, is both a tribute and a declaration of intent,” said Stefano Cantino, CEO of Gucci, in a media statement.
Louis Vuitton, on the other hand, organises shows around the world in globally renowned locations and architectural masterpieces, paying tribute to local craftsmanship.
The house showcases the spirit of travel and the discovery of emblematic architectural monuments converge in the choice of the iconic location in Avignon, one of the most culturally rich cities in the south of France, and a testament to historical and cultural significance.
Earlier, Louis Vuitton has organised its shows at the Bob and Dolores Hope Residence by John Lautner in Palm Springs, California; at the Oscar Niemeyer Museum of Contemporary Art in Niteroi, Brazil; at the Miho Museum by IM Pei near Kyoto, Japan, and at the Salk Institute in California.
However, this new stop echoes LV’s first cruise show at Place du Palais in Monaco, as well as the show at the Maeght Foundation in Saint-Paul de Vence in France.
Back home, fashion houses are embracing heritage conservation or opening stores at landmark heritage locations.
Fashion designer Sabyasachi Mukherjee’s has a store at Horniman Circle in Mumbai, and designer Anita Dongre has a flagship store at the historic 200-year-old Sassoon Building that faces the David Sassoon Library and the University of Mumbai. Tarun Tahiliani has a luxury address in Bengaluru in a colonial-era cottage. Last year, iconic designer Manish Malhotra’s fashion show titled ‘Dharohar Kashi Ki’ showcased the Banaras collection on the ghats of Varanasi to celebrate the cultural heritage and craftsmanship of the city, particularly its bunkar (weavers) community.
Christian Dior’s Pre-Fall 2023 collection took place in Mumbai at the Gateway of India while JADE by Monica & Karishma hosted a fashion show at the Chhatrapati Shivaji Maharaj Vastu Sangrahalaya in Mumbai last year, inspired by the museum’s Indian textiles and costume gallery.
