Demna turns a Milan convention centre into a Gucci shop for catwalk debut
Demna made his Gucci catwalk debut in Milan on Friday, September 25, 2026, with a collection he called his complete personal vision for the house.
The show was titled Gucci Primavera and took place during Milan Fashion Week, the seasonal run of shows where brands present next-season clothes to buyers and press. Gucci, the Italian fashion house, lists Primavera as Demna's first runway fashion show for the house Gucci.
The venue did a lot of talking. Demna turned a convention centre into a sprawling, purpose-built Gucci shop. The set mirrored the design planned for Gucci's new boutiques. Models walked through it like customers and staff caught mid-day The Guardian.
His message was blunt. Gucci, he said, is about luxury that wants to be seen. He described the vision as daring, flamboyant and confident. "You know who you are," he said Vogue.
The clothes were built around three characters: the rebellious aristocrat, the snob and the eccentric. The styling played with Italian stereotypes and nodded to 1980s menswear, with broad shoulders and sharp tailoring. House codes appeared throughout, including horsebit motifs, the metal ring-and-bar hardware long used on Gucci loafers and bags South China Morning Post.
The front row was packed. Guests included Romeo Beckham, Bianca Jagger, Cardi B and Edward Norton.
There is business pressure behind the spectacle. Gucci is owned by Kering, the French luxury group, and accounts for roughly half of Kering's sales. Demna joined Gucci in July 2025 after 10 years at Balenciaga, the Paris-based fashion house. In July 2026, Kering reported a return to growth and credited Demna's new collections.
Demna has also curated Gucci Memoria, an immersive exhibition tracing the house's 105-year history.
What makes this stand out is the directness. No quiet luxury. No apology for logos, shine or excess. For fans, this means Gucci is choosing visibility again, and selling that choice straight from the shop floor it built on the catwalk.
