Demna Pulled Out All the Stops for His Big Gucci Debut
With Kate Moss closing the star-studded show and names like Alessandro Michele and Donatella Versace sat front row.
After teasing us with preview campaigns and collection films, Demna finally made his official Gucci debut. Presenting the house’s Fall/Winter 2026 collection during Milan Fashion Week, the moment we’d all been waiting for finally arrived. Ahead of the show, Demna shared a heartfelt statement about his intentions for the brand, serving as a prelude to what was to come, but nothing could’ve prepared us for what happened next.
First, we entered a museum-like space, decorated with giant marble statues, according to Demna, a representation of how he views “this incredible house.” Next, we spotted front-row attendees like Alessandro Michele, Donatella Versace, and Paris Hilton, along with names like Romeo Beckham, Demi Moore, and Shawn Mendes.
And then, the show began. Across what felt like 100 looks, Demna enlisted the likes of Alex Consani, Amelia Gray, Sydney Carlson, Gabbriette and Emily Ratajkowski, plus newcomers like Fakemink (who took out his phone to text halfway through his runway debut) and Nettspend, an 18-year-old rapper that the designer discovered online.
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In terms of the collection itself, FW26 showcased everything that Demna does best. Shrunken silhouettes, panta-leggings and sequinned gowns, which, some might argue, felt more Demna than Gucci, characterized the collection, injected with subtle GG monograms and logo detailing. Leaning into the designer’s penchant for streetwear and bizarre silhouettes, glitzy Gucci pieces were worn alongside white tank tops, half-worn T-shirts and track pants, merging streetwear with high fashion.
This season, models supposedly displayed different Gucci archetypes, from the f-ckboys with bum bags who love a monogram, to the rich models in mini-dresses and everyone in between. The collection also debuted Demna’s first Gucci sneaker, dubbed the Manhattan, paired with classic loafers, slinky heels and a new Gucci Bamboo 1947. Harking back to the brand’s inimitable Tom Ford era, the show closed with Kate Moss in a backless gown, exposing a white gold GG thong.
Explaining his decisions, Demna stated, “This collection, and my overall vision for Gucci, is built around a sense of pragmatism: products that can be enjoyed by a variety of people, that enrich their lives and make them feel great, that can stand on their own, without the need for pseudo-intellectual justifications.”
Check out some of the standout looks above and head to our MFW recap for more.
