fashion
February 27, 2026
Demna brings sexy back in effort to reinvigorate Gucci
Designer’s first catwalk for the brand in Milan flirts with bad taste with short, tight dresses and a diamante G-string
TL;DR
- Demna's debut Gucci collection focuses on 'energy, passion, fun and sex' rather than oversized streetwear.
- The show featured provocative, revealing designs to re-engage the brand with cultural relevance.
- Demna aims to emulate Gucci's boldest eras under Tom Ford and Alessandro Michele, contrasting with Sabato De Sarno's conservative approach.
- The collection includes easier-to-wear items like jeans and leather tailoring alongside provocative pieces.
- Demna's appointment and the collection's reception have already positively impacted Kering's stock price.
- Demna seeks creative freedom from an emotional standpoint, attributing his current happiness to self-love.
- Gucci's financial performance is critical for Kering, which has previously supported innovative designers.
- Demna's past controversies at Balenciaga highlight his provocative style and its potential consequences.
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