For Demna’s Spring/Summer 2027 Gucci show, hosted in Milan today, the creative director preempted the reveal of his latest collection by admitting in his show notes that this was “the first collection in which I presented my complete personal vision for the brand.” This isn’t normally something most creative directors would admit — the fact that their previous collections at a House were less informed — however, coming from Demna, it only builds on his authenticity as an artist and his genuine appreciation for the House of Gucci.
Hosted inside a show space designed to look like a Gucci store, with countertops filled with jewels and bags on display, models browsed luxuriously as they walked the runway, creating the sense that they were in no rush. And as usual, the runway itself was star-studded, with the likes of Candice Swanepoel, Anok Yai, Alex Consani, Rosie Huntington-Whiteley, and more walking, each donned in rich leather, laser-cut tailoring, opulent furs, and trailing gowns.
The entire collection felt like the scene in Pretty Woman when Julia Roberts re-enters a store in the upper echelon of Beverly Hills having been transformed into a high society woman, and is unrecognisable to the sales assistant. Gone was Demna’s love of referencing the everyday, this season. Instead of looking at the high street for inspiration, with sneakers and tracksuits dominating, the collection was inspired by aristocracy and the bourgeoisie.
The runway was star-studded, as usual, with the likes of Candice Swanepoel, Anok Yai, Alex Consani, Rosie Huntington-Whiteley, and more on the runway, each donned in rich leather, laser-cut tailoring, opulent furs, and trailing gowns. As Demna explained in his show notes, “Gucci stands for being rooted in the desire to belong to a more glamorous world. Gucci is about luxury that wants to be seen.” There wasn’t a person in the room at Gucci’s SS27 show that didn’t want to be seen, and in Gucci, of course they will be.
