Demna's SS27 Gucci Is a Place Where Everyone Belongs
Creating a collection where different worlds meet, connect and influence one another.
What does Gucci stand for? For Demna, it’s not just a question of logos, loafers or a particular shade of red. For his complete vision for the house, the designer is looking back at what has made Gucci so enduring, and finding it in the tension between belonging and rebellion.
Titled “The Store,” Demna shares that the Spring/Summer 2027 show marks the first collection in which he presents his full vision for Gucci, following a first year spent studying the house and figuring out what makes it tick. His conclusion? Gucci is rooted in the desire to belong to a more glamorous world, while having the audacity to remake that world in your own image.
That tension has always been central to the house. Gucci starts with polished bourgeois respectability, but its most memorable chapters are the ones where eccentricity, danger and sex appeal disrupt the picture-perfect surface. Its history is shaped as much by personalities and lifestyles as by clothes.
According to Demna, that makes Gucci a house that can “move between aristocracy and pop culture, Florence and Hollywood, heritage and mass desire.” It absorbs whatever is happening around it while holding onto the codes that make it recognizable.
The inspiration goes all the way back to London’s Savoy Hotel, where Gucci founder Guccio Gucci encountered a mix of aristocrats, artists and creatives. Demna wants to recreate that same sense of collision today, turning Gucci into a place where seemingly different worlds can meet, connect and influence one another. Because ultimately, “The Store” is about possibility: the idea that Gucci can be a space where anyone gets to decide who they want to be.
Check out some of the looks above and head to the brand’s website for more.
In other news, check out our favorite shows from Milan Fashion Week.
