Demna's Gucci debut at Milan Fashion Week 2026

Demna made his official debut as creative director of Gucci during Milan Fashion Week autumn/winter 2026-2027. The collection featured a seamless white minidress in hosiery fabric, signaling a fresh start for the brand. Demna's vision emphasizes pragmatism, creating desirable and authentic objects that enrich daily life. The show included diverse human types, even the so-called 'maranza' often referenced by the Italian right. The collection is predominantly neutral, with white and black dominating. New forms include tracksuits evolving into trackdresses, leggings fused with trousers, and integrated jackets and tops. The iconic Gucci Bamboo 1947 bag returns with a slimmer silhouette and a flexible leather 'bamboo' handle. Archival minaudières have been elongated to fit smartphones. The Manhattan sneaker debuts, blending a basketball silhouette with slip-on functionality. Demna cited Botticelli's 'Primavera' as inspiration, having visited the Uffizi in Florence, Gucci's birthplace. The show's location evoked the Florentine museum. Demna previously led Balenciaga's rebranding and success among younger generations.