Gucci showcased its latest collection inside an imaginary retail store featuring marble walls, a bas-relief, a clothing rail, and accessory shelves, serving as a potential blueprint for future brand locations. Designer Demna divided the presentation into two distinct segments, presenting the menswear lineup first followed by the womenswear portion to ensure each received equal focus.
Design Vision and Aesthetic Balance
The collection reflects Demna’s effort to reconcile two dominant brand identities: the bourgeois and the eccentric. During a preview, the designer noted that while sex appeal was familiar territory, working with the bourgeois elements of Gucci’s history required deliberate digestion. By combining these contrasting sensibilities like pieces of a Lego set, he formulated a unified vision for the label.
The runway presentations displayed structural echoes of Demna’s past work at Balenciaga, adapted specifically for the Gucci universe. Tailoring featured Gothic cuts, oversized proportions, and elongated footwear. Looks were punctuated by high belts featuring three horsebit closures and subtle GG logos on parka linings.
Runway Highlights and Star-Studded Attendance
The womenswear opening look honored Gucci’s equestrian roots with a modernized three-button fitted short jacket complete with silver horsebits on each lapel, paired with white breeches and riding boots. Reworked wardrobe staples included tartan skirts, waxed jackets, and preppy polo shirts. Daring pieces included a mock-leopard fur belted coat, a black evening dress with a deep cutout, and a powder-pink goddess gown held together by a silver hook on the back.
The casting featured notable figures such as Naty Abascal, Poppy Delevingne, Olympia of Greece, Amanda Harlech, and Osanna Visconti di Modrone. The front row drew a prominent celebrity audience including Cardi B, Aryna Sabalenka, Jannik Sinner, Bianca Jagger, Shawn Mendes, Naomi Watts, Ni Ni, Bilkin, and Edward Norton.