Demna's "Complete Personal Vision" for Gucci Is Here, and It's His Best Yet

Demna for Gucci. It's a phrase that's already polarizing despite the fact that the designer has only produced a handful of collections as creative director for the Italian house. After his fall/winter 2026 and cruise 2027 shows, we thought Demna had said all he had to say about his new design direction for Gucci, but with this most recent collection, the designer's Gucci era is materializing into something lucid, precise, and extremely chic.

Titled The Store, Demna described it as "the first collection in which I present my complete personal vision for the brand, based on everything I've learned about it." The show was divided into two distinct parts, dedicating the first to menswear and the second to womenswear. For the latter, it did not look like one singular aesthetic. Instead, it was a collection of characters that continues Demna's La Famiglia idea from spring 2026. It included a nod to '80s power dressing and distinctly Tom Ford–era pencil skirts, plus slinky cutout gowns paired with glam fur coats.

It's a vision Demna has been building all year: "the tension between propriety and sensuality," as he put it. Ahead, read everything to know about Gucci's S/S 27 show during Milan Fashion Week.

The Store

No, it wasn't an actual new boutique, but the show unfolded inside a full-scale replica of an imagined Gucci super flagship, complete with marble columns, sleek display cases, and racks of clothing that made showgoers do a double take. "Conceived as a retail space, it previews his aesthetic for the Gucci stores of the future," the brand explained. As for what that aesthetic entails? Think Greco-Roman sculptures and sleek marble columns that blend Gucci's Italian heritage with its modern Demna-fied direction.

The Many Gucci Archetypes

Rather than a singular muse, the spring/summer 2027 collection is built around a "complete palette of personalities," each one a different facet of Demna's Gucci—the rebellious aristocrat, the snob, and the eccentric. It's a continuation of his S/S 26 collection titled La Famiglia. Together, the three archetypes gave the show a through line and proved that Demna's Gucci can hold multitudes while still being cohesive.

The Styling Lessons

Layering, popped collars, preppy sweaters, and boot tucks—Demna put a new-season spin on classic wardrobe heroes like leggings, knits, and shirts, imbuing them with the house's signature glamour.

Supermodel Sweep

Demna once again proved his knack for A-list casting, and he filled this runway with a suite of supermodels, particularly several VS Angels, including Rosie Huntington-Whiteley, Elsa Hosk, Candice Swanepoel, and Anok Yai.

Horsebit Galore

Accessories told their own story this season with Gucci's most enduring emblem, the Horsebit. The motif was reimagined across bags, shoes, belts, and outerwear. All eyes are on the bags, and models carried both new-season silhouettes, like a sleek Uptown tote and a party-ready three-Horsebit style, and some of the most recognizable styles, including the GG Marmont and Ophidia. Even amid all the reinvention, Demna is still considering Gucci's most iconic archives.