‘It’s luxury that wants to be seen’: aristocrats and eccentrics inspire Demna’s vision for Gucci in Milan
Designer Demna presented his third collection for Gucci at Milan Fashion Week, focusing on a vision of luxury that is meant to be seen. The show was staged in a purpose-built retail space, highlighting the brand's efforts to recover from recent sales declines.
Why it matters
Gucci is a critical revenue driver for Kering, and this collection represents a pivotal attempt to revitalize the brand's market position under new creative leadership.
A model on the runway at Gucci’s Milan fashion week show on 25 September 2026. Photograph: Giovanni Giannoni/WWD/Getty Images A model on the runway at Gucci’s Milan fashion week show on 25 September 2026. Photograph: Giovanni Giannoni/WWD/Getty Images Milan fashion week ‘It’s luxury that wants to be seen’: aristocrats and eccentrics inspire Demna’s vision for Gucci in Milan Collection by the designer, brought in to return the ailing fashion house to profit, is on the money
Prefer the Guardian on Google He’s the mononymic designer who has been charged with rescuing Gucci from plummeting sales. So where better for Demna to stage his third catwalk show than at the forefront of commerce – a purpose-built Gucci shop.
During Milan fashion week on Friday, the designer transformed a convention centre into a sprawling retail space that mirrored the design for the brand’s new boutiques.
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