MILAN, Sept 25 (Reuters) – Gucci designer Demna unveiled his first complete vision for the brand, featuring pagoda-shouldered tailoring and cropped, puff-shaped outerwear, as Kering-owned Gucci aims to revive growth after a downturn.
Dubbed “The store show,” models showcased collections in retail-inspired rooms, hinting at how Demna’s aesthetic might influence future Gucci stores. This marks Demna’s third show, presenting both men’s and women’s collections sequentially.
Demna, previously at Balenciaga, was appointed Gucci’s creative director in March 2025, taking over from Sabato De Sarno. He noted that Gucci navigates realms of aristocracy and pop culture, mixing heritage and mass appeal.
Sales at Gucci fell 3% in the second quarter, less than anticipated, as strong U.S. demand for new handbags partially offset weaker spending, suggesting a potential turnaround.
Furthermore, Gucci has begun selling new luxury sneakers labeled “Made in China,” diverging from its Italian manufacturing roots, which some insiders warn could impact the brand’s high-end image as it seeks to attract middle-class shoppers.
Milan Fashion Week, commencing with Prada’s show, runs through Sunday, with additional presentations from Dolce & Gabbana, Bottega Veneta, and Giorgio Armani.
(Reporting by Elisa Anzolin; Editing by Ros Russell)
