If you’re after a fresh start, Florence, the birthplace of the Renaissance, is an ideal spot.
Gucci, having recently changed designers after experiencing a 24% drop in sales during the last quarter of 2024 and a further 25% decline in early 2025, showcased its latest collection at the historic Palazzo Sitzni. Employees and local fashion enthusiasts gathered in nearby bars and cafes to catch glimpses of the outdoor show. It makes you wonder, if Florence is hit with excitement, does that mean it’s got a Renaissance vibe going on?
There’s a lot riding on Gucci right now. According to the latest LYST index, which measures online engagement and tracks key fashion conversations, Gucci has slipped to the 17th position in five major cities. This change comes on the heels of designer Sabato de Sarno’s unexpected departure just before Milan Fashion Week in February, clearing the path for Balenciaga to take the lead this summer as Demna prepares to release his first collection for Gucci later this year.
The decision to host the event outdoors was risky, especially given thunderstorm warnings just hours before. However, as the sun broke through during the stunning Tuscan golden hour, it seemed like fortune might finally smile on Gucci, which hasn’t quite had a winning streak lately. The design team pulled together a vibrant showcase featuring some of Gucci’s most iconic pieces.
Highlights included a jeweled brocade mini dress, a kaftan with daring slashes, and sumptuous faux fur garments reminiscent of the stylish 1960s, centered around the classic Horsebit Loafer.
The oversized styles hinted at a nod to the preferences of Gucci’s new leadership. Meanwhile, recognizable accessories like double and single G belts, large sunglasses, and colorful shell jewelry made their presence felt, suggesting a delicate balance of classic and contemporary flair.
Florence holds a special significance for Gucci, founded by Guccio Gucci in 1921. Despite the historical connection to its roots, the brand has faced challenges that haven’t easily healed. The new leadership under Demna—an intriguing and somewhat polarizing choice—poses a bold move aimed at reestablishing Gucci’s status as a fashion powerhouse. Parent company Kering understands that Gucci’s glory days stemmed from audacious creativity, whether in the 1990s with Tom Ford or the striking vision of Alessandro Michele.
Demna, a designer known for pushing boundaries, has previously stirred controversy, from transforming a Paris runway into a Simpsons episode to selling worn sneakers for hefty prices. His background as a child refugee from Georgia shapes his approach to fashion, and his past campaigns have sparked both admiration and backlash.
Kering’s Associate CEO, Francesca Bellettini, expresses a sense of optimism regarding Gucci’s future. Reflecting on Demna’s appointment, she noted, “What he’s trying to do builds on what we’ve already established. It’s not about starting from scratch.” Interestingly, since his arrival, she mentioned a surge in interest from creative professionals eager to join the team.
