Demna's Gucci Era Officially Begins: Inside The Store Show
Consider this Demna's real introduction to Gucci. The Store Show is the first collection built entirely around his vision for the house — everything he's absorbed since walking through the door, distilled into one runway moment. And true to form, he staged it inside a space designed to look like an actual Gucci store, basically giving us a sneak peek at what shopping the brand's future flagships might feel like.
The collection is a full character study, built around three personalities Demna sees as the new face of Gucci: The Rebellious Aristocrat, The Snob, and The Eccentric. Fittingly, menswear and womenswear walked as two distinct chapters within one show — mirroring exactly how you'll shop the lines in stores.
Things kick off low-key with cropped trousers and loafers (no socks, obviously) — an ode to Italian sprezzatura before the tailoring gets serious. Think sharp, fitted silhouettes with pagoda shoulders in stonewashed fabrics, channeling old-money dress codes with an edge. Then comes Demna's real signature: cropped, puff-shaped outerwear layered over slouchy denim in surprisingly luxe fabrications.
Womenswear: Equestrian Meets Corporate Cool
The women's looks open on bourgeois-meets-equestrian energy before pivoting into sharply tailored pantsuits and skirt suits with major city-girl energy. Padless pagoda shoulders keep things architectural but light, setting up Demna's take on Gucci womenswear: puff jackets thrown over masculine button-downs and rugby shirts, paired with crisply pleated A-line skirts in genuine Scottish tartan, leather, and checked wool.
Gucci's equestrian DNA is everywhere — oversized and micro Horsebits punctuate look after look, including a standout 3X cummerbund belt that cinches in "New Romantic" moments: sharp-shouldered blouses, drainpipe trousers, and serious jewelry stacking.
Delicate lingerie peeks out from under voluminous shearling for after-dark glamour, before the eveningwear turns fluid and precise — culminating in a slinky "gravity" gown anchored by a hanging teardrop weight. (Yes, it's as dramatic as it sounds.)
The Bags to Know
- The "Uptown" Horsebit tote — polished on the outside, secretly ultra-organized on the inside
- Bamboo-effect leather handles on everything from top-handles to slouchy messengers
- The 3X party bag — that Horsebit belt, reimagined as a slim going-out bag
- A bamboo mini duffle, built to be your new everyday sidekick
- Plus, GG Marmont and Ophidia are back, reminding us of Gucci's bourgeois roots
Shoes Worth Obsessing Over
Demna debuts his first modern Gucci loafer: driver-soled, angular-toed, effortlessly cool. There's also a slipper dripping in oversized fringe (boudoir-meets-outdoors), a stiletto with a metal heel sharp enough to match the "femme fatale" mood, and knee-high equestrian boots finished with monogrammed stirrups.
The whole collection is a love letter to Gucci's roots at The Savoy hotel — historically a melting pot where wildly different worlds collided. Demna's vision follows suit: Gucci as a space where anyone, regardless of where they come from, can meet, connect, and become exactly who they want to be.
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