Gucci recently unveiled his 2026 cruise collection in Florence at Palazzo Sittimanni. Last year, Italian luxury fashion houses transformed London’s Tate Modern Art Gallery into a lamp showcasing the 2025 line at the venue.
Louis Vuitton will also be holding the Cruise 2026 show in France’s Provence-Alpes Cote d’Azur region on May 22, in one of France’s most iconic monuments, Palais des Papes in Avignon. This work is part of an architectural journey that highlights the heritage and local culture of Nicholas Gueschière, the artistic director of the women’s collection who chose to display in the wonders of historic monuments and this Gothic architecture, classified as a UNESCO World Heritage Site.
Increasingly luxurious brands narrate their brand stories and legacy to build strong identities and connections with consumers. By using storytelling and visual elements to convey value and inspire consumers, fashion houses strengthen their vision, contribute to the conservation of their heritage and celebrate diverse cultures.
For example, Palazzo Sittimanni is located in the heart of Florence’s Ortlano district.
The location was acquired by Gucci in 1953, and the building has served as workshops, factories, showrooms and since 2021 as the home of the Gucci Archives.
Gucci’s return to Florence, where Gucci founded the brand in 1921, has roots in legacy, craftsmanship, creativity and cultural richness. These values remain central to Gucci’s identity.
It is also home to the Gucci Palace, a museum dedicated to the iconic Italian fashion house. It depicts the outfits of Gucci Osteria, Gucci Giardino (all-day cafe and cocktail bar), a chain of contemporary Italian restaurants run by fashion houses in collaboration with Michelin-starred chef Massimo Botura, and Emazion’s offices and production hubs of Caserina and Gucci ArtLove.
“Bringing back to Florence, especially Settimanni in Palazzo, is both a respectful and a declaration of intent,” Gucci CEO Stefano Cantino said in a media statement.
Meanwhile, Louis Vuitton holds shows around the world with world-renowned locations and architectural masterpieces, paying tribute to local craftsmanship.
The house converges with the spirit of travel and the iconic location of Avignon, one of the most culturally rich cities in the southern France, and the iconic location of Avignon, a testament to historic and cultural significance.
Previously, Louis Vuitton had a show at Bob and Dolores Hope Presidents by John Lartner in Palm Springs, California. At the Oscar Niemeyer Museum of Contemporary Art in Niteroi, Brazil. At the Miho Museum in Im Pei, near Kyoto, Japan, and at the Salk Institute in California.
However, this new Stop will echo LV’s first cruise show at Place Du Palais in Monaco and at the Maeght Foundation in Saint-Paul de Vence, France.
Back in their hometown, fashion houses accept the conservation of their heritage and open their shops in landmark heritage sites.
Fashion designer Sabyasachi Mukherjee’s has a store in Horniman Circle, Mumbai, and designer Anita Dongre has a flagship store in Sassonville, historic 200-year-old Sassonville facing the David Sassoon Library and the University of Mumbai. Tarun Tahiliani has a luxurious address in Bengaluru, located in a colonial cottage. Last year, iconic designer Manish Malhotra’s fashion show “Darrohar Kashi Ki” exhibited the Banalas collection of the Ghats River in Varanasi, celebrating the city’s cultural heritage and craftsmanship, particularly its Bunkar community.
Christian Dior’s 2023 Prefall 2023 collection will be held in Mumbai at the Gateway in India, while Jade held a fashion show with Monica & Karishma in Mumbai last year at Chhatra Patisivajimaharajvastususthushanraharaya.
