Behind the Scenes: Fashion Highlights from Demna’s Stylish Runway Debut for Gucci
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The launch of the Demna era of Gucci has officially made its debut. The Italian fashion house unveiled its Fall/Winter 2026 collection, titled “Primavera,” in Milan on February 27. Following the viral successes of “La Famiglia” and “Generation Gucci” digital presentations, this sultry collection emphasizes body-conscious designs drawn from the brand’s rich heritage.
Kate Moss walks in Gucci’s “Primavera” collection runway show.
Gucci
The guiding principle behind the collection? “Gucci for every generation.” Models such as Gabriette and Vivian Wilson showcased G logo-emblazoned miniskirts and 1970s-inspired evening wear. The runway featured a blend of Gen Alpha rappers like Nettspend alongside iconic supermodels like Kate Moss and Instagram sensations like Emily Ratajkowski, all modeling close-cut silhouettes reminiscent of the Tom Ford era. The collection included bold black makeup, tailored bootcut trousers, and eye-catching moto jackets. A standout menswear feature was an all-white draped set, exuding a club-culture vibe. With an exhilarating energy, the show presented a Gucci aesthetic accessible to all.
This collection stands out as one of the most youthful releases from a European fashion house in recent times, reflecting the new creative director’s clear vision. “Gucci is a brand, but it is also a shared cultural touchpoint that speaks to a wide variety of people,” states a press release about the collection. “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.”
Look 70 of Gucci’s Milan Fashion Week show.
Gucci
The overarching theme revolves around fashion that is practical yet true to Gucci’s sultry and alluring Italian style. This approach is anticipated to resonate with fans familiar with the designer’s vision and those captivated by the brand’s legacy. Attendees at the show mirrored the collection’s vibrancy, arriving in stylish outfits adorned with the signature double-G motif. The latest edition of InStyle’s On the Grid features the street style captured at Gucci’s Milan Fashion Week show.
