Gucci’s New Direction Under Demna
By Reuters
Published September 25, 2026
Demna, the designer for Gucci, recently revealed his first comprehensive personal vision for the brand, showcasing a collection featuring pagoda-shouldered tailoring and cropped, puff-shaped outerwear. This comes as the Kering-owned label aims to rejuvenate growth after a significant downturn.
In a show dubbed “The store show,” models walked through retail-inspired rooms, illustrating how Demna’s aesthetic might influence future Gucci store designs. This was Demna’s third show, which sequentially presented both men’s and women’s collections.
Demna, who took over as Gucci’s creative director in March 2025 following Sabato De Sarno’s departure, articulated the brand’s duality: “Gucci moves easily between aristocracy and pop culture, Florence and Hollywood, good taste and bad taste, heritage and mass desire, belonging and rebellion.”
Despite a 3% decline in sales during the second quarter, which was less than anticipated, there are signs that recovery efforts may be working. Strong US demand for new handbags has partially cushioned slower spending in other areas. Recently, Gucci has introduced luxury sneakers labeled “Made in China,” marking a departure from its traditional Italian manufacturing. Some experts suggest this move may challenge the brand’s high-end image as it seeks to reconnect with middle-class consumers.
The ongoing Milan Fashion Week, which began with Prada’s show, runs through Sunday, with upcoming presentations from Dolce & Gabbana, Bottega Veneta, and Giorgio Armani.
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