Gucci was founded by Guccio Gucci in 1921, in Florence. As a comeback to the Maison Gucci’s roots Alessandro Michele decided to present the resort collection 2018 in the town where the brand was born.
He said: “At the beginning, everything started in the Mediterranean, the Greek and Roman cultures, then the next big step in civilization was the Renaissance. So we came here to Florence, the fascinating metropolis of the past, the place which had the power of big money. Like, Napa Valley now.”

On May 29th 2017, at Palazzo Pitti, the show took place in a magical atmosphere: dresses decorated with flowers and stripes, crowns and pearls; ribbons which emphasise the waist or big puffies on GG printed sleeves. Outfits with contrasts of color that are entirely covered by logos. And more, Alessandro Michele created glittery GG logo-printed tights and socks, wolf-head prints and patches, and slogans reading Guccy, Guccification, and Guccify Yourself.

Everything designed to underline a collection dipped in a symphony of arps&violins and renaissance sculptures.