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Demna presented his full personal vision for Gucci in Milan, featuring a blend of streetwear, Tom Ford-inspired suiting, and character-driven looks ranging from capri-wearing nonnas to evening glamour.
Demna has figured out Gucci. At least, that’s what he wrote in his show notes before his spring/summer 2027 show for the Italian brand in Milan today.
He said that this collection embodies “my complete personal vision for the brand, based on everything I’ve learned about it since I arrived. ” The designer welcomed Shawn Mendes, Bianca Jagger, and Cardi B into a purpose-built Gucci boutique, where the show unfolded as a parade of familiar characters with a Demna twist.
The collection opened with a run of men’s looks that moved from Demna’s signature streetwear combinations to narrow suiting reminiscent of the Tom Ford era . They set the tone for the character study that lay ahead: models had their collars upturned, while some dripped in diamond Gucci nameplate necklaces as others wore the millennial-favourite Marmont belt. The first glimpse of the women’s offering played into that same fantasy.
Italian donnas and nonnas dressed in hip-height capri pants and slick trench coats browsed the display cases, adjusted their oversize eyewear nonchalantly, and readied their croc-embossed handbags for a purchase. The cast ranged from an ’80s prepster with a sweater draped over her shoulders to an edgier girl in a horsebit corset belt, a fringe scarf skirt, and a gold multi-chain necklace. The collection made room for “good taste and bad taste,” as Demna put it—“whatever that means.
”Fashion shows often take us somewhere else entirely—outer space, say. Demna, however, built a world within this parallel-universe flagship, and dramatized those who frequent it: streetwear boys, uber-chic Florentine women, and revelers dressed for a night out. As the metaphorical store neared closing, the collection turned to evening wear. Rosie Huntington-Whiteley, Candice Swanepoel, and Anok Yai appeared in body-con looks, from a lace bustier and shaggy ’90s-style coat to a sexy black jersey dress with one side completely cut out.
Demna sees Gucci as more than a glamorous world to step into. It’s one you can reshape once you’re there. In the show notes, he wrote, “The conclusion of my research is that Gucci stands for being rooted in the desire to belong to a more glamorous world, and the audacity to remake that world in your own image. ”Join our mailing list for the latest and biggest in fashion trends, beauty, culture and celebrity.
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