GUCCI: SS27
“It’s wonderful, it’s marvellous you should care for me…” One of the Gershwin take outs from the pre-show music.
The next chapter of the Gucci story unfolded today, at a giant purpose built Gucci mega store in Milano's original fashion epicenter, the Fiera. Demna’s (real) new store vision, will roll out in Paris this October: a mix of the classics with marble friezes, sculptures and quiet modern luxury.
Something sexy this way lies and a turning point too. Demna affirmed his Gucci groove. The staging, the casting, the clothes, the music all came together to create something swaggering. Opening with menswear, this was the best of bourgeois, leaning into the 80s and now, and ultimately timeless, through to gothic knights, The Cure, The Sisters of Mercy. Each one defined by their own character. A melting pot of stylish humanity. The promise of a party. The men’s black-eyed makeup was brilliant and should inspire a generation to let loose. There were the sharpest of tailored shoulders, to the slouchiest tailored pants, a hood, the Gucci stripe, the night ahead. The promised haze of 4am. A world we wanted to be part of.
And then the ladies walked the store, Gucci strong, the best lineup including so many brilliant women like Candice Swanepoel, Rosie Huntington-Whiteley, Alex Consani, Elsa Hosk, Anok Yai. Young, old, middle aged, but all particular, vulnerable, yet fierce. So much confidence from being Gucci great.
As Demna said before the show: “The idea of Gucci began at The Savoy hotel in London -a meeting place for aristocrats, artists, creatives and people from entirely different worlds. I want Gucci to embody that same spirit today: a place where those who may appear to have nothing in common can meet, connect and inspire one another. Because Gucci is a space of possibility, a place where anyone can become whoever they choose to be.”
This was a collection that had layer upon layer of desire. It was shopping heaven. Roll out the Filofax. And so we had a fashion reset, with Demna at his finest. Thoughtful, focused and flying. It was called “The Store Show”. We’re calling it The Best Show.
