GU unveils first collection under creative director Francesco Risso

GU has unveiled its Fall/Winter 2026 collection, marking the first designed under newly appointed creative director Francesco Risso and signaling a new creative direction for the Japanese apparel brand as it celebrates its 20th anniversary.

The collection introduces a comprehensive redesign of GU’s product lineup, organized around six lifestyle concepts—GU Minimal, GU Classic, GU Playful, GU Utility, GU Sport and GU Cozy—each offering a distinct wardrobe while encouraging customers to mix pieces to create their own personal style.

As the brand enters its third decade, GU said the new creative vision is inspired by the Japanese word jiyū, meaning “freedom”.

“GU is now accelerating its evolution, starting from the products themselves,” said Tomokazu Kurose, president and CEO of GU Co., Ltd.

“By combining customer-centered product development with the creativity of Francesco Risso, we have newly realized apparel that balances expressive design with a high level of refinement. I think customers will be pleasantly surprised by the prices of these products.”

The collection includes updated wardrobe staples across menswear, womenswear and unisex categories, ranging from monochromatic tailoring and 1970s-inspired casualwear to sportswear, innerwear and loungewear.

The launch represents Risso’s debut at GU following his tenure as creative director of Marni, where he led the brand from 2016 to 2025. 

“What interests me most about clothing is its ability to accompany life. The wardrobe of today needs to feel grounded and accessible, yet also leave space for imagination, individuality, and play,” said Francesco Risso, creative director of GU.

“The six lifestyle concepts are an attempt to reflect that reality; everyday dressing can be both practical and expressive, familiar and surprising. I’m excited that the future of GU will emerge as a conversation between what we create and how people choose to live in it. It goes beyond product; GU will ultimately be shaped by the experiences, interpretations, and emotions of the people who make the clothes their own.”