Demna Gvasalia unveiled his first collection for Gucci, titled Gucci Primavera, during a captivating runway show in Milan on February 27 local time. The event marked a bold revival for the iconic brand, blending raw energy with luxurious craftsmanship.
A Vision of Energy and Revival
“I crafted clothes that feel like monsters trapped in a bag,” Demna stated. “Even ChatGPT echoed that sentiment. But Gucci thrives on energy, passion, money, and sex.” This debut presentation positioned Gucci as a powerhouse of vitality, moving beyond mere seasonal trends to redefine the brand’s commercial and cultural standing within Kering Group.
The show infused Milan with a sense of renewal, drawing widespread acclaim for its innovative approach. Designers and insiders praised its focus on heritage reinterpretation rather than reinvention, emphasizing Gucci’s roots in living culture.
Collection Highlights: Bold Silhouettes and Textures
The Primavera lineup showcased fluid spring silhouettes with exaggerated proportions and daring volumes. Key pieces included Tom Ford-era Gucci dresses reimagined with contemporary twists, luxurious fabrics like gabardine and jacquard weaves, and sleek constructions featuring pythons, feathers, and sinuous tailoring.
Standouts ranged from opulent mini dresses in white leather to vibrant biker jackets and fluid chiffon pieces. Silhouettes highlighted relaxed tailoring, cropped hems, and openwork sneakers paired with leader shoes. Bamboo motifs echoed Gucci’s 1947 origins, while minaudières clutches boasted fluid, jewel-like embellishments. Sneakers and loafers featured unique textures, from quilted voluminous designs to python grips.
Celebrity Presence and Front Row Buzz
The front row buzzed with influence, featuring stars like Bi Bi Anselm, Gabriel Piet, Alex Consani, Nextsupermodel, Peikingk, and super models such as Keit Mos, Mariacarla Boscono. Korean celebrities like Kallie Kloss and Katie Moss added global flair. Attendees embodied Demna’s vision of fashion as a device for cultural expression, not mere luxury consumption.
Industry Acclaim and Future Outlook
Creative Director Sabato De Sarno noted, “Demna leverages Italy and Renaissance heritage as tools, not barriers, to propel ‘Italianness’ through bold expression.” Kering CEO Luca de Meo hailed it as the “essence of craftsmanship and business excellence.”
Gucci aims to reclaim its status as a trendsetter infused with sexiness, energy, and jamie. This show transcends catwalk spectacle, embedding Gucci deeper into online culture and foot traffic, signaling a strategic resurgence under Demna’s guidance.
