Published
September 25, 2026
GU is marking its 20th anniversary with the launch of its first collection under creative director Francesco Risso, alongside a four-day activation in New York City aimed at strengthening the Japanese fashion brand’s presence in the U.S.
GU launches NYC takeover at Iconic Magazines. – GU
The brand will take over Iconic Magazines on Lafayette Street in downtown Manhattan from Thursday through to September 27 with “GU Goes Iconic,” transforming the SoHo newsstand into an immersive GU experience tied to its Fall/Winter 2026 collection.
For FW26, Risso brings his creative direction to GU as the brand enters its next chapter. The collection marks the first under the former Marni creative director, who was appointed to lead GU’s creative direction as the brand continues to expand its profile internationally. He studied fashion in Florence, New York, and London, followed by a decade at Prada,
The NYC activation will feature interactive experiences, daily giveaways and prizes, with visitors directed to GU’s nearby SoHo flagship on Broadway to discover and shop the FW26 collection.
The store will also host programming including complimentary customization, a GU photo booth and special offers.
GU appointed Risso to be its new creative director in January, just six months after the Italian designer left the same position at Marni. Risso is also expected to develop a new collaboration line with Uniqlo, set to launch in 2026.
GU recently arrived in the U.S. in 2024, with a flagship store in New York.
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