Gucci’s Demna Blends Aristocracy and Pop Culture at Milan Fashion Week
- On Friday, designer Demna, formerly of Balenciaga, unveiled his first complete personal vision for Gucci at Milan Fashion Week, presenting pagoda-shouldered tailoring and puff-shaped outerwear.
- Gucci reported a 3% sales decline in the second quarter, prompting efforts to revive growth; Demna took the creative helm in July 2025 after former Creative Director Sabato De Sarno's departure.
- Demna described his vision as balancing the 'bourgeois and the eccentrics,' bridging Florence and Hollywood, while the collection makes room for 'good taste and bad taste' in the 2027 season.
- Models and public figures, including socialite Sabine Getty and stylist Tina Leung, navigated a purpose-built boutique that Gucci called 'The store show,' offering a glimpse of future retail locations.
- Beyond the runway, the brand faces scrutiny over luxury sneaker models labeled 'Made in China,' marking a departure from Italian manufacturing traditions as Gucci races to win back middle-class shoppers.
46 Articles
46 Articles
Here is a collection of products to be put in the showcase. Demna's L'aut aut for her second prêt-à-porter collection at the head of Gucci (SS27) translates into a brazen and radical visual pragmatism. Either it goes or splits it. Yesterday afternoon, to avoid any doubt about the saleability of the garments, the Georgian designer [...] The article Gucci has to come back to sell and Demna transforms the catwalk into a boutique: "Do you want me to…
After almost a year in the house, the Georgian art director seems to have found the key to relaunching the double-G desired (and cash) machine. Taste, eccentricity, cool and danger for much more varied customer profiles.
Georgina Rodriguez attends Gucci show as Demna unveils new vision
MILAN: Riyadh-based Argentine model and influencer Georgina Rodriguez attended Gucci’s Spring/Summer 2027 show at Milan Fashion Week this week. Rodriguez, who lives in Saudi Arabia with Portuguese football star Cristiano Ronaldo, wore a black leather look made up of a cropped, button-front jacket with a pointed collar and a fitted miniskirt. She carried a structured black leather top-handle bag with gold hardware and accessorized with diamond ea…
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