Demna's Third Gucci Show Stages Spring/Summer 2027 in a Store, Previewing Avenue Montaigne Retail Concept
For Spring/Summer 2027, Demna unveiled his third collection for Gucci, marking his first fully realized presentation within a uniquely designed store resembling an impossible Gucci hyper-mall. This venue serves as a preview for a new retail concept set to launch on Avenue Montaigne next month. He highlighted the contrasting perceptions of Gucci between a 60-year-old Italian man and a 25-year-old French woman. The collection showcased tailored suits, equestrian-inspired looks, and various archetypes, incorporating Gucci-themed details like horsebits on shirts and a bamboo bag toggle. Minimal archival references were present. The writer notes Gucci's roots as a leather goods brand, comparing its previous identities under Tom Ford and Alessandro Michele, while Demna's collection emphasizes commerciality and wealth, despite some doubts.
Key facts
- Demna staged his third Gucci show, which he calls his first fully realised one, for Spring/Summer 2027
- The show was held in a store setting conceived as an impossible Gucci hyper-mall with shifting light and changing vistas
- The set previews a new Gucci retail concept opening on the Avenue Montaigne next month
- Demna told Women's Wear Daily that Gucci means something completely different to a 60-year-old Italian man than to a 25-year-old French girl
- Looks included sharp suits with bare ankles, paninari with popped collars, equestrian drag, Sloane Rangers in pleated skirts and pearls, and trophy wives in party dresses and faux furs
- Gucci motifs appeared as horsebits on shirts, on a shearling coat, triple-stacked on belts, and as a bamboo toggle zipper pull on a crocodile-lined hoodie
- Archival elements were limited to tack shop details, buckles, a crystal G on a jersey evening dress, a Dionysus clutch and a horsey borse
- Gucci was founded by Guccio Gucci after he worked hauling luggage at The Savoy Hotel in London; Pierre Bergé died in 2017
Entities
Artists
- Demna
- Guccio Gucci
- Yves Saint Laurent
- Pierre Bergé
- Christopher Isherwood
- Tom Ford
- Alessandro Michele
- Pierre Cardin
- Sandro Botticelli
- Rosie Huntington-Whiteley
- Poppy Delevingne
- Alex Consani
- Jack Moss
- Rick Owens
- Pieter Mulier
- Jonathan Anderson
- Grace Wales Bonner
- Christian Lacroix
- Kate Moss
- Manolo Blahnik
- Demi Moore
- Ryan Gosling
- Amelia Gray
Institutions
- Gucci
- The Savoy Hotel
- Women's Wear Daily
- Saint Laurent
- AnotherMag
- Balenciaga
- Uffizi Gallery
- Palazzo Gucci
- Palazzo delle Scintille
- Allianz Mi-Co
- Gucci Galleria
- Wallpaper*
- AnOther
- 10 Magazine
- Rizzoli
- Getty Images
- Vogue
Locations
- Milan
- Italy
- London
- United Kingdom
- Avenue Montaigne
- Paris
- France
- Left Bank
- Florence
- New York
- Los Angeles
- Piazza della Signoria
- Tuscany
- New York City