Demna knows and respects the real Gucci customer. Today in Milan, the creative director's much anticipated debut show unleashed his glamorous, sexy, provocative Gucci inside the Palazzo Delle Scintille with Roman statues lining the room. A museum for his finest work. The hottest of who's who right now swaggered down the runway, given different directions, embodying the party-hard Gucci characters: Emily Ratajkowski did her best GTA-inspired walk in a sparkling ultra-short mini; Gabbriette wore a Gucci spray on skin-tight shimmering monogram dress, looking like she was on her way back into the party from the bathroom; Britain's new biggest rap act Fakemink stopped mid-walk to check his phone before sliding it back into his gucci crossbody bag, reflecting the way Gucci is worn in the real world. Pants were slick to the leg, as low rise as low rise comes, and came in fire engine red, heavenly white, metallic snakeskin, lace and leather. Sleek. Tom Ford's Gucci influence was here in little cropped shirts and matching suit pants.

The boys, including 10 Men Australia cover star, were buffed up in muscle silk singlets and ass-hugging GG-belted trousers. Elon Musk’s trans daughter Vivian Wilson was also in the lineup, walking ahead of the finale-closing Kate Moss in her Gucci monogram g-string dress, marking 20 years since the supermodel has been on a Gucci runway. And the front row? Fakemink's collaborator Esdeekid sat with a larger-than-life Borsetto, alongside Shawn Mendes, Paris Hilton, Donatella Versace, Demi Moore and former Gucci designer Alessandro Michele.

“Gucci is drama, passion, excess. contradiction, love and hate, triumph and collapse. Pride and vulnerability, perseverance. Chaos. Genius.” So said Demna in the determined statement he released on the eve of his debut. He said he thought of the brand as a person: “Someone with a wild, unforgettable past and unmistakable codes. Someone fully aware of who they are, yet restless, curious. Hungry to evolve, to surprise, to be surprised, to challenge and to be challenged, to be respected, to be desired.” It’s his job to ignite excitement and desire. We're all in on Demna's Gucci.

gucci.com