Gucci’s Demna blends aristocracy and pop culture at Milan Fashion Week

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 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 said offered a glimpse of how Demna’s aesthetic could shape Gucci stores in the ‌future.

The show, Demna’s ⁠third, presented men’s and women’s collections sequentially.

Former Balenciaga’s Demna was appointed Gucci’s creative director in March 2025, ⁠effective from July, taking over the creative helm of the Kering-owned label after the departure of Sabato De Sarno.

“Gucci moves easily between ​aristocracy and ​pop <a href="https://comicvibe.com/15-random-pop-culture-facts-for-the-trivia-freaks-among-you/” title=”15 Random Pop Culture Facts for the Trivia Freaks Among You”>culture, Florence and Hollywood, ​good taste and bad taste (whatever ‌that means), heritage and mass desire, belonging and rebellion, and the interplay between the two”, Demna said.

Sales at Gucci fell 3% in the second quarter, less than expected, as strong US demand for its new handbags partly offset weaker spending elsewhere, suggesting ‌the group’s turnaround efforts may be ​gaining traction.

Reuters reported this week that Gucci ​has begun selling new ​luxury sneaker models labelled “Made in China”, in a ‌break with its Italian manufacturing tradition. ​Some industry watchers ​say could undermine the brand’s high-end image as it races to win back middle-class shoppers.

Milan Fashion Week, which opened ​on Tuesday with ‌Prada’s show, runs through Sunday. The schedule still includes presentations ​from Dolce & Gabbana, Bottega Veneta and Giorgio Armani.

(Reporting by ​Elisa AnzolinEditing by Ros Russell)