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Gucci’s Demna blends aristocracy and pop culture at Milan Fashion Week
The collection mixed retail-inspired staging with aristocratic and pop culture references as Gucci seeks to revive growth after a 3% sales decline.
- 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.
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11 Articles
Gucci’s Demna blends aristocracy and pop culture at Milan Fashion Week
MILAN, Sept 25 (Reuters) - Gucci designer Demna on Friday unveiled what he described as his first complete personal vision for the brand, presenting pagoda-shouldered tailoring and cropped, puff-shaped outerwear, as the Kering-owned label seeks to re...
In the Gucci parade for spring-summer season 2027, Demna makes clear her intentions: let's fill the stores again to fall in love with (her) fashion
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This content is from the Spring/Summer 2027 collection of Gucci, designed by artistic director Demna. It is distributed by FASHIONSNAP.
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Total News Sources11
Leaning Left1Leaning Right0Center3Last UpdatedBias Distribution75% Center
Bias Distribution
- 75% of the sources are Center
75% Center
L 25%
C 75%
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