Francesco Risso's debut collection for GU, the Fast Retailing-owned brand, launches in the US today. The line introduces a system of six characters to guide shoppers through coordinated styles.
Risso, who became creative director at GU last year after leaving Marni, created six fictional characters to organize his designs. They range from the minimalist Existentialist to the sporty Agassi and cozy Kitten.
The collection goes on sale July 14 in the United States, with Japan and other Asian markets following in August. GU currently operates one store in the West, located in New York City's SoHo neighborhood.
Risso described the shift from luxury to mass retail as rewarding because his clothes reach people worldwide immediately. He noted the challenge of fitting his expressive style into Fast Retailing's efficient system while working between Milan and Tokyo.
GU contributed $1.6 billion to Fast Retailing's $18.9 billion in sales for the first nine months of fiscal 2026.