Gucci Spring/Summer 2027: Demna’s Store Is Open

For Gucci’s Spring/Summer 2027 show in Milan, Demna built an enormous Gucci boutique. Handbags, shoes and jewelry filled the space, while guests including Cardi B, Donatella Versace and Bianca Jagger took their seats among the displays. Titled The Store Show, the presentation offered what Demna described as his first complete personal vision for the Italian fashion house.

After a year spent exploring Gucci’s archives, the designer presented a collection shaped around the different personalities of its customers. Classic Italian elegance, sharp tailoring, streetwear and extravagant evening dressing all found a place in his imagined store.

The show opened with around 40 menswear looks. Narrow suits, cropped trousers and open-collar shirts recalled Tom Ford’s Gucci, while oversized jackets and exaggerated shoulders reflected Demna’s own design language. Leather outerwear, trench coats and relaxed everyday pieces completed the wardrobe.

Womenswear offered a particularly Italian take on glamour. Capri pants appeared with tailored jackets, while tartan skirts, sharply defined shoulders and substantial outerwear brought variety to the collection. Oversized sunglasses were practically essential. Gucci’s equestrian heritage appeared in riding-inspired clothing, tall leather boots and prominent Horsebit details, accompanied by crocodile-effect handbags and chunky gold jewelry.

Demna’s interpretation of Gucci has developed considerably since his first runway show in February, when fitted silhouettes and revealing eveningwear dominated. Spring/Summer 2027 introduced a broader wardrobe, moving comfortably between traditional tailoring and the deliberately excessive styling associated with the designer.

In his show notes, Demna discussed his interest in the distinction between good and bad taste, an idea reflected in the collection’s contrasting styles. Restrained suits appeared alongside enormous sunglasses, conspicuous jewelry and clothes that made little attempt to blend into the background.

The eveningwear was particularly striking. As the presentation progressed, tailoring gave way to lace, sequins, cutouts and body-conscious dresses. Rosie Huntington-Whiteley and Candice Swanepoel were among the models presenting the collection, while Alex Consani appeared in a black dress featuring a thigh-high slit and a dramatic cutout extending along one side of her body.

Demna's Gucci boutique offered everything from everyday tailoring to extravagant eveningwear, with the house's familiar codes reworked for an extensive range of wardrobes.