Inside the new aesthetic
Demna is officially doubling down on the effort to rescue Gucci from its recent revenue slump. During Milan Fashion Week on Friday, he staged his third show at a venue transformed to look exactly like one of the brand's new, high-end boutiques—complete with fake stone columns and marble slabs. While big names like Cardi B, Romeo Beckham, and Edward Norton were front-row, the whole vibe was more 'store floor' than 'runway.'
Demna, who joined the house last July, said his goal is to make Gucci 'immediately recognizable.' He’s broken his new collection into three distinct personas: the rebellious aristocrat, the snob, and the eccentric. It’s giving classic wealth, but with a twist.
The lookbook
For the guys, we’re talking oversized tailoring, low-rise jeans, and loafers—a total pivot from the muscle tees we saw in February. The blazers featured exaggerated shoulders, and yes, despite saying he wouldn't do it, hoodies made an appearance too.
For the women’s pieces, Demna went all-in on 'posh' style. Think rugby shirts, skirt suits, and pleated tartan skirts that feel like they were pulled straight from a London Sloane Ranger’s closet. He also leaned into the 'nonnamaxxing' aesthetic with fuzzy coats and shawls. Plus, there’s a massive nod to the brand’s 90s Tom Ford era, featuring 'nocturnal glamour' with high-slit dresses and metal-heeled stilettos.
Why it matters
Gucci has been struggling since 2022, when a shift toward minimalism led to a major sales dip. With revenue nearly halving over three years, the pressure is on. Kering recently reported a return to growth, so it seems like Demna might actually be on the money. If he can keep the momentum, the goal is to get those long queues of shoppers back outside the stores. Real talk: the fashion world is watching closely to see if this pivot can fully revive the brand's relevance.
