Demna’s first Gucci show was on February 27, and instead of letting the internet dissect it for months, a curated slice of the Gucci Primavera collection is already available. You can find them in select stores and online, well ahead of its official July 2026 rollout.
Demna left Balenciaga for Gucci last year with one very clear brief: steady the ship. And now that his first Gucci runway at Milan Fashion Week has happened, and is still very much on everyone’s mood board — how could we not talk about it? Kate Moss back on the runway, the ’90s slipping right back into the conversation, and a collection that brought the jolt the house has been needing. Wearable, yes. But sharp. Sexy. With real oomph.
The digital experience is also part of the story. Gucci.com has been reworked into a dedicated platform where the runway isn’t just something you watch — you navigate it. The collection unfolds sequentially, almost like you’re moving through the show itself instead of clicking through a grid.
And if that wasn’t enough, Gucci is also launching a spatial experience on Apple Vision Pro starting March 5. A hyper-real recreation of the show’s environment, built for people who want to step inside the atmosphere rather than just scroll past it.
This is clearly the start of Demna’s vocabulary at Gucci: lighter, sharper, closer to the body. And the fact that you can access it early? Love it.