The Store Show is the first collection that expresses Demna’s personal vision for Gucci, shaped by everything he’s learnt since his arrival. Staged in a space conceived as a retail space, it previews his aesthetic for the Gucci stores of the future.
The collection represents the complete palette of personalities that embody Demna’s Gucci: The Rebellious Aristocrat, The Snob, and The Eccentric. Menswear and womenswear unfold in succession as 2 collections within 1 show, mirroring how the lines are offered in store.
The lineup begins with cropped trousers and loafers worn without socks, anchoring silhouettes with a quintessentially Italian stylistic attitude. A study of posh dress codes leads into sharp, fitted tailoring with pagoda shoulders in stonewashed textiles.
Demna’s menswear proposition for a Gucci fashion silhouette follows, outlined by cropped, puff-shaped outerwear that sits atop slender, slouchy denim in precious and authentic fabrications.
Bourgeois dress codes tinged with an equestrian sensibility open the womenswear, giving way to sharply tailored pantsuits and skirt suits with a metropolitan undertone.
Severe pagoda-shouldered garments constructed without pads for lightness precede Demna’s Gucci fashion silhouette for women, with puff-shaped jackets worn over masculine shirting, rugby tops and sharply pleated A-line skirts in genuine Scottish tartans, leather, and checked wool.
Underscoring the House’s equestrian identity, oversized and miniature Horsebits punctuate the collection, including the 3X cummerbund belt that cinches “New Romantic” ensembles that combine sharp-shouldered blouses with drainpipe trousers and layered jewellery.
The collection brings the House back to its roots at The Savoy hotel, a meeting place for people from entirely different worlds. It envisions Gucci as a space of possibility, where those who may seem to have nothing in common can meet, connect, and inspire one another, and where anyone can become whoever they choose to be.
