Gucci Unveils Demna‘s Debut Collection Ahead of Milan Fashion Week

By Reuters
Published: September 22, 2025

In a highly anticipated reveal, Gucci has showcased the first styles from its new creative director, Demna, just a day before the commencement of Milan Fashion Week. The luxury fashion house, owned by Kering, took to Instagram to unveil a series of images featuring the “La Famiglia” collection, which promises to redefine the brand’s aesthetic.

A New Era for Gucci

Demna, previously at the helm of Balenciaga, is stepping into a pivotal role at Gucci during a time when the luxury fashion industry is grappling with declining sales and shifting consumer preferences. The collection, which includes both menswear and womenswear, features a striking array of designs, from sweeping gowns to sharply tailored suits. Notable elements include exaggerated shoulder lines, low-waist trousers, and handbags that reflect a bold, avant-garde spirit.

“The collection marks the genesis of a new Gucci era: unapologetically sexy, extravagant, and daring,” the brand stated in a press release. This statement encapsulates the ambitious vision Demna aims to bring to the storied fashion house, which has been a staple in luxury fashion since its founding in 1921.

The Context of Change

The unveiling comes at a critical juncture for Gucci, which reported a staggering 25% decline in sales year-over-year during the second quarter. This downturn has prompted Kering to make significant leadership changes, including the appointment of Francesca Bellettini as the new CEO of Gucci. Bellettini’s task is to revitalize the brand and restore its status as a leader in the luxury market.

The fashion industry is currently undergoing a significant transformation, with many brands seeking to reconnect with consumers who are increasingly discerning about their purchases. The rise of sustainability and ethical fashion has also influenced consumer behavior, making it essential for luxury brands to adapt. Gucci’s new direction under Demna could be seen as a response to these broader trends, aiming to capture the attention of a younger, more diverse audience.

Social Media Buzz

The initial reception of Demna’s collection has been overwhelmingly positive. Anne-Laure Chansel, a luxury marketing researcher at EIML business school in Paris, noted that the social media teaser has generated excitement. “The comments are already positive: drama is back in a spirit that is 100 percent Gucci,” she remarked. This enthusiasm reflects a broader trend in fashion marketing, where social media plays a crucial role in shaping public perception and driving sales.

The collection will be available in ten flagship stores worldwide, including major cities like Los Angeles, New York, London, and Tokyo, for a limited two-week period following the premiere film on Tuesday. This strategy not only creates a sense of urgency but also aligns with the growing trend of exclusive, limited-time offerings in the luxury sector.

Historical Significance

Gucci’s history is rich and complex, marked by periods of both innovation and controversy. Founded by Guccio Gucci in Florence, the brand has evolved through various creative directions, from the classic leather goods of the mid-20th century to the bold, eclectic designs of the 21st century. The appointment of Demna signals a return to a more daring and experimental approach, reminiscent of the brand’s earlier days under Tom Ford in the 1990s, when Gucci became synonymous with provocative fashion.

The fashion house has often been at the forefront of cultural movements, and Demna’s vision may well position Gucci to lead once again. His previous work at Balenciaga was characterized by a blend of high fashion and streetwear, a combination that resonated with a new generation of consumers. This approach could be instrumental in revitalizing Gucci’s image and reconnecting with its core audience.

Conclusion

As Gucci prepares for its Milan Fashion Week presentation, all eyes will be on Demna and his inaugural collection. The fashion world is abuzz with anticipation, eager to see how the designer will navigate the challenges facing the luxury sector while staying true to the brand’s storied legacy. With a focus on bold, extravagant designs and a strategic marketing approach, Demna’s debut could mark a significant turning point for Gucci, potentially setting new trends in the ever-evolving landscape of high fashion.