The New GU Begins.

GU will launch its first season of a completely refreshed product lineup with Creative Director Francesco Risso, starting with the 2026 Fall/Winter collection. The new collection is structured around six core concepts inspired by the diverse lifestyles of modern people. Each concept expresses a distinct, finished style, yet is designed to be freely mixed and matched beyond its original boundaries, allowing individuals to express their unique personalities.

This year marks GU’s 20th anniversary. Returning to the brand’s namesake value of 'freedom,' GU will propose a wardrobe that celebrates individuality, creativity, and everyday life—enabling everyone to enjoy fashion with confidence and curiosity.

The new collection will be fully launched from late July. GU will continue striving for further evolution, aiming to bring the joy of fashion to everyone.

Six Concepts

GU Minimal

A sleek, black-based style that is simple, refined, and suitable for a wide range of occasions.

・ Fine Gauge Knit V-Neck Cardigan (Men) ¥1,990

・ Faux Leather Balloon Hem Parka (Women) ¥5,990

GU Classic

A casual, nostalgic style that modernizes 1970s fashion.

・ Tuck Tapered Pants (Men) ¥2,990

・ Baby Jacket / 3/4 Sleeve (Women) ¥4,990

GU Playful

A vibrant, expressive style full of fun, featuring bold patterns and bright colors that can be freely layered.

・ Color Canvas Sneakers (Unisex) ¥1,990

・ Super Wide Jeans (Men) ¥2,990

GU Utility

A functional, practical style designed for everyday life, from urban settings to nature.

・ Warm Waffle Crew Neck T-Shirt / Long Sleeve (Men) ¥1,290

・ 3D Barrel Jeans (Women) ¥2,990

GU Sport

A colorful, cool streetwear style inspired by 1980s and 1990s sportswear.

・ Heavyweight Sweat Cocoon Hoodie (Men) ¥2,990

・ Warm Padded Stand Collar Jacket (Men) ¥5,990

GU Cozy

A relaxed style centered on loungewear and innerwear, featuring pastel colors and soft, comfortable textures.

・ Warm Pointelle Crew T-Shirt / 3/4 Sleeve (Women) ¥1,290

・ Satin Easy Pants (Women) ¥1,990

Comments from Tadashi Yanai, Chairman and CEO, Fast Retailing Co., Ltd.

GU is a highly promising business with great potential to drive the next phase of growth for the Fast Retailing Group. As we celebrate its 20th anniversary, we are challenging ourselves to elevate GU into a global brand alongside Francesco Risso, a world-class talent. I am confident that GU’s new clothing will be embraced by customers worldwide, further expanding the brand’s potential.

Comments from Tomikazu Kurose, Representative Director and President, GU Co., Ltd.

GU is now accelerating its evolution through product innovation. By combining customer-centric product development with the creativity of Mr. Francesco Risso, we have created new clothing that balances expressive power and refinement. We are delivering these with delightful, surprising prices.

Comments from Francesco Risso, Creative Director, GU

For me, the greatest charm of clothing lies in how it accompanies daily life. Today’s wardrobes require not only practicality but also imagination, individuality, and playfulness. These six concepts are an attempt to shape modern living. They are practical yet expressive, approachable yet surprising. How people choose, enjoy, and integrate these clothes into their lives—each experience, interpretation, and emotion that arises—will collectively shape the future of GU.

Special feature page on the collection:

https://www.gu-global.com/jp/ja/special-feature/contents/26fw-collection

Francesco Risso

An Italian-born designer, Risso studied fashion in Florence, New York, and London. He then spent nearly a decade at Prada, developing a meticulous approach to storytelling and craftsmanship, gaining rich design experience.

From 2016 to 2025, he served as Creative Director of Marni, where he brought bold, original visions inspired by music, art, and culture to the brand. Passionate about education, he has served as a guest lecturer at some of the world’s leading art and design schools. He currently serves as Creative Director of GU.