Gucci

Gucci becomes the first luxury fashion house to title-sponsor a Formula 1 team on 27 May 2026, the Luca de Meo era at Kering announcing itself with a 130-character renaming of the Enstone-based constructor to the Gucci Racing Alpine Formula One Team from the 2027 season. The deal answers a question that has hung over luxury for thirty-five years — would a fashion house ever own the topline of a Grand Prix car the way Marlboro and West and Vodafone once did — and it answers in red, green and gold rather than the BWT pink and blue Alpine has worn since 2021. Gucci President and CEO Francesca Bellettini’s statement, “Gucci becomes the first luxury fashion house to serve as Title Partner in Formula 1,” is the screenshottable line. The harder question is what every other house has done in the paddock since 1969, and why none of them did this. ...

Luca de Meo’s first eight months as Kering CEO add up to a Capital Markets Day in Florence on April 16, 2026, five different creative-director appointments inherited or made across the portfolio, a Gucci Times Square takeover that BoF on May 24, 2026 called “back under the microscope,” and a three-phase plan called ReconKering that asks investors to wait until end-2030 to see the payoff. This is a Kering portfolio refresh on a scale the group has not attempted since the disposal of the sport-and-lifestyle assets, and it lands as the Kering AGM convenes May 28, 2026 at 3 PM Paris time at 40 rue de Sèvres. The question every house faces is no longer who runs it. It is what shape it should be by the time the Lead phase opens in 2029. ...

On Saturday 16 May 2026, Demna staged the gucci cruise 2027 times square show on a runway laid down the centre of Broadway between 46th and 48th Streets, with Gucci taking over roughly fifty surrounding skyscraper-mounted screens to do it. The pre-show video began at 8:30 p.m. local time and intercut nature footage with mock product ads — Gucci Time, Gucci Life, Gucci Acqua, Gucci Gym, Palazzo Gucci Hotel — before Cindy Crawford closed the collection in a black feathered gown and Tom Brady walked it head-to-toe in leather. The show ran behind high black barriers while Midtown traffic, sirens, and honking continued outside. Read against Demna’s first Gucci outing at Memoria seven months earlier, this was the inversion of that 4th-century Milanese basilica: a deliberate move from sacred silence to commercial saturation, staged on the most over-photographed intersection in the world. ...

The cruise 2026 creative director turnarounds are the season the post-Sarno, post-Kim-Jones, post-Tisci creative resets stop being announcements and start being read commercially. Demna at Gucci, Jonathan Anderson at Dior, Daniel Lee and Joshua Schulman at Burberry, and Matthieu Blazy at Chanel have between them produced the most concentrated wave of artistic-director changes the four flagship houses of European luxury have ever shared in a single calendar year — and the Q1 2026 earnings prints arrived on the same desks as the cruise images. Business of Fashion’s 10 May briefing — “Gucci, Dior, Burberry: A Tale of Three Turnarounds” — named the three explicitly. The fourth, Chanel, is private and unrated; the fifth and sixth, Balenciaga and Versace, sit inside Kering and the Prada Group; and the cohort underneath them — Sarah Burton at Givenchy, Louise Trotter at Bottega Veneta, Duran Lantink at Jean Paul Gaultier and Glenn Martens at Maison Margiela — extends the same logic down the holding-company chart. ...

On 16 April 2026, in Florence, Luca de Meo stood in front of investors for more than three hours and named the plan that will define the next four years at Kering: ReconKering. The Kering Florence strategy 2026 is a three-phase reset — structural fix by end-2026, rebuild to growth by end-2028, reclaim “Next Luxury” leadership by end-2030 — and it lands on four very different desks at once: Gucci under Demna Gvasalia, Bottega Veneta under Matthieu Blazy’s successor moment, Balenciaga in the post-Demna handover, and a beauty business that is no longer Kering’s at all after L’Oréal closed its $4.6 billion acquisition of Kering Beauté on 21 April 2026. This piece reads each of those four landings against the targets de Meo actually committed to in Florence, and against the Q1 2026 numbers that frame them. ...

Kering at Milan Design Week 2026 let its two flagship Italian houses anchor opposite ends of the city in the same week of April — Gucci inside the 4th-century Basilica di San Simpliciano in Brera, Bottega Veneta in a permanent ground-floor gallery at Via San Maurilio 14 in 5Vie — and made no public statement connecting the two. Demna Gvasalia’s Memoria for Gucci and Matthieu Blazy’s Casa for Bottega Veneta opened within walking distance of each other during Milan Design Week 2026, and they were the most considered fashion-into-design statements the week produced. The fact that they came from the same holding company, presented as if they did not, is the story. ...

There is a particular kind of tension that arises when a fashion house enters the design world — a productive friction between the codes of luxury and the principles of function. With Memoria, staged inside the 4th-century Basilica di San Simpliciano, Demna Gvasalia makes his first design-world statement as Gucci’s creative director, and it is characteristically provocative. The thesis of the show is not that Gucci is now a furniture brand. It is something stranger and more useful: that a 1921 house from Florence, owned by Kering, can stop selling newness and start selling the imagined past of its own objects. This is the argument that reorganises everything else on view at Milan Design Week 2026, and it is the argument worth taking seriously. ...