GU announced the launch of its 2026 Fall/Winter collection, the first created under the creative direction of Francesco Risso, marking a comprehensive renewal of the brand’s product lineup. GU introduces a new design approach built around six lifestyle concepts that reflect the many ways people live today. Each offers a complete wardrobe with its own character, while encouraging effortless mixing to create personal style:
- GU Minimal: A monochrome style that is simple, streamlined and adaptable to a wide range of occasions
- GU Classic: A casual, nostalgic style that reinterprets 1970s influences through a modern lens
- GU Playful: An expressive, playful style that embraces the layering of vibrant colors and diverse patterns with a sense of freedom
- GU Utility: A functional, practical style designed to adapt seamlessly to everyday scenarios—from the city to the outdoors
- GU Sport: A colorful, cool street style inspired by sportswear from the 1980s and 1990s
- GU Cozy: A style centered on loungewear and innerwear, characterized by pastel tones and a soft, comfortable feel against the skin
As GU celebrates its 20th anniversary, the brand enters a new chapter inspired by the Japanese word “Jiyū,” meaning freedom. Embracing individuality, creativity and everyday life, GU invites everyone to dress with confidence, curiosity and the freedom to express themselves in their own way.
“GU is a business with tremendous potential and a key driver of the Fast Retailing Group’s next phase of growth,” said Tadashi Yanai, chairman, president and CEO of Fast Retailing Co. Ltd. “As we welcome GU’s 20th anniversary, we will take on the challenge of evolving into a global brand together with Francesco Risso, a world-class creative talent. We are confident that the new GU will be embraced by customers around the world, further expanding the brand’s potential.”
“GU is now accelerating its evolution, starting from the products themselves. 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,” said Tomokazu Kurose, president and CEO of GU Co. Ltd.
“What interests me most about clothing is its ability to accompany life,” said Risso. “The wardrobe of today needs to feel grounded and accessible, yet also leave space for imagination, individuality and play. 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.”
