US EditionGucci Asks: Can AI Ever Be Luxury?
Demna used AI-generated images as a creative tool in his Gucci runway debut to rebrand amid a sales drop from €10 billion to €6 billion over three years, Kering's CEO said.
- At Milan's Palazzo Delle Scintille, Demna, Balenciaga's creative director, debuted his first full Gucci runway earlier this week, calling it a serious brand-identity moment.
- Faced with steep declines, Gucci's sales have nearly halved from over €10 billion to around €6 billion, increasing pressure on the brand, as Gucci's parent company Kering's overall sales drop.
- Models and celebrities provided contrast, with critics noting the collection's plainness and some looks as commercial canvases, while Kate Moss, Anok Yai, and Alex Consani walked and Paris Hilton sat front row.
- Commenters aghast at Gucci's AI-generated Instagram images, but Demna defended using AI, citing that ChatGPT predicted design elements.
- With museum-style staging and high-profile collaborators, Demna’s archive-driven staging—like Uffizi replicas—positions him to influence Gucci’s identity going forward, drawing on his Balenciaga and Vetements influence.
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17 Articles
Kate Moss, Pasta & Aperol: Victoria Villarroel Takes Us To The Gucci Show
Courtesy of Victoria VillarroelDemna’s first runway show for Gucci was sex on a stick for the 2026 customer who dabbles in AI, looks-maxxes whenever they can, and appreciates la dolce vita. Victoria Villarroel was front-row for it all — at what was also her first Gucci show — and instead of sitting next to her coterie of It-girl friends, she watched them walk the football-field-long catwalk. “My jaw was on the floor when I saw Sydney, Gabbi, Ame…
Mancinelli If Demna, at the debut as creative director of Gucci, wanted to be divisive, he succeeded well. It all starts with an invitation that makes the snob and is a joke: a box of heavy jewelry with inside a banal cardboard solitaire mo. It's already a mockery of fashion, so it's already fashionable. Then comes the open letter published on social where it expresses with cruel sincerity: Gucci is not a maison of founding myth, is a "superbran…
His taste for provocation has just beat up the cards at Gucci's. Unpublished diving in Demna's new universe during his first parade at the Fashion Week in Milan.
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