Gucci's Demna blends aristocracy and pop culture at Milan Fashion Week
MILAN: 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 revive growth after a prolonged downturn. In what Gucci called “The store show”, models walked through a series of neutral tone retail-inspired rooms, a setting the brand…
MILAN: Gucci's creative director Demna showcased the brand's first overarching design concept during Milan Fashion Week on Friday. The presentation, dubbed "The store show", featured models strolling through a series of neutral-hued rooms that mirrored a retail setting. This format aimed to give attendees a preview of how Demna's vision could influence future Gucci stores.
Demna's third show comprised sequential men's and women's collections. Prior to his appointment as Gucci's creative director in March 2025, he was a part of Balenciaga. Demna articulated that Gucci oscillates between aristocracy and pop culture, Florence and Hollywood, good taste and bad taste, heritage and mass desire, and the equilibrium between these contrasting elements.
Regarding Gucci's new "Made in China" sneakers, they diverge from the brand's Italian manufacturing roots. Sales for Gucci declined by 3% in the second quarter, a figure less substantial than anticipated. Yet, robust US demand for the brand's fresh handbags partially compensated for the decline in other areas, hinting that the company's recovery initiatives may be gaining momentum.
It has been reported that Gucci has commenced selling new luxury sneakers labeled "Made in China," deviating from its traditional Italian manufacturing route. This shift has prompted concerns among industry observers that it may tarnish the brand's premium image as it strives to regain the favor of the middle-class consumer. Milan Fashion Week commenced on Tuesday with Prada's fashion show, and will continue until Sunday.
The itinerary includes further fashion presentations from Dolce & Gabbana, Bottega Veneta, and Giorgio Armani.
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