Demna Makes Bold Gucci Debut Amid Luxury Fashion Shake-Up
The fashion world is buzzing as former Balenciaga designer Demna makes his long-awaited debut at Gucci, stepping into the spotlight at a time when the luxury sector is undergoing a major design shake-up to revive sagging sales.
Sneak peeks of Demna’s “La Famiglia” collection, shared on Instagram, reveal a striking mix of women’s and menswear. The lineup ranges from sweeping gowns to sharply tailored suits with long hems brushing the floor, featuring bulky shoulders, low-waist trousers, and an array of statement handbags.
Gucci called the collection “the genesis of a new Gucci era: unapologetically sexy, extravagant, and daring.”
Industry experts are already taking notice. Anne-Laure Chansel, a luxury marketing researcher at Paris’s EIML business school, praised the social media teaser ahead of the Milan launch. “The comments are already positive: drama is back in a spirit that is 100 percent Gucci,” she said.
The collection will be available for two weeks in ten stores worldwide, including Los Angeles, New York, London, Milan, Paris, Beijing, Shanghai, Singapore, Seoul, and Tokyo, following a premiere film set for Tuesday.
Speaking to WWD on Monday, Demna described the Instagram reveal as “baby steps.” “I’m not yet defining my Gucci vision, but the platform on which I build that. I want to reset the understanding and perception of what Gucci is through my reinterpretation,” said the Georgian designer, who cited Gucci’s Tom Ford era as inspiration.
Demna’s first official runway show is scheduled for February.
The early social media reveal is unusual for an industry that typically unveils new collections exclusively on the runway. Experts say it reflects the sector’s push to engage younger, budget-conscious shoppers in an era of inflation and shifting spending habits.
After nearly a decade of average annual growth of 10%, the luxury market stumbled last year, prompting leadership and creative reshuffles across brands. Gucci, in particular, has faced a tough stretch, reporting a 25% drop in second-quarter sales in July. In response, Kering last week named Francesca Bellettini as Gucci’s new CEO to steer the brand toward recovery.
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