Our Festive Story
Gucci’s Cruise collection
Florence has always been a city that understood beauty. Gucci returned home for its Cruise 2026 collection, drawing from the Renaissance city that’s foundational to the culture of fashion and to Italy itself — shaping the House’s beginnings and continuing to guide its future.
For Gucci’s Cruise 2026 festive campaign, visual artist and founder of Manor, Trevor Stuurman, reimagines celebration through a distinctly African lens: where heritage meets heightened glamour through Gucci’s unmistakable opulence.
The shoot brings together five emerging and established local models, each chosen for the worlds they carry within them. Positioned against a hand-painted green backdrop and a black-and-white tiled floor, the set pays homage to the elegance and ingenuity of African vernacular photography studios — spaces where imagination was always bigger than the room, style was its own language of aspiration, and the frame became a portal for reinvention. Stuurman honours this sense of heritage while ushering it gracefully into the moment. Playful festive elements — some exuberant, others poetic — lend the shoot a modern élan that captures the season’s festivities. The resulting portraits feel at once grounded and ethereal.
The Gucci Cruise 2026 Collection brings it all together: sculptural tailoring, rich textures, and celebratory detailing styled with the ease of a holiday in full swing. It’s the kind of dressing that feels lived-in, cinematic, and entirely modern. The models inhabit the setting, embodying stories of heritage, elegance, and expressive selfhood. Each figure feels like an emblem of its own myth. Through Stuurman’s eye, the campaign captures mood and memory, transcending attire — delicately balanced between old traditions and new imaginings. It becomes an atmosphere: the intimacy of togetherness, images that spotlight celebration. Gucci’s festive season reads as an ode to imagination and the beauty of African storytelling.
A heritage reimagined. A celebration renewed. This is Gucci Cruise 2026, seen through the spirit of home.
