Gucci Is Reborn in Demna's FW26 Debut
Featuring familiar faces like supermodel Kate Moss, alongside emerging talents like Fakemink and Nettspend.
Summary
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Demna described the new Gucci as a harmonious coexistence where heritage and fashion “nourish each other,” blending Italian craftsmanship with modern trends.
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Moving away from oversized silhouettes, the “wearable” collection features sensual minimalism and pragmatic products that balance Tom Ford-inspired sexiness with classic Florentine luxury.
How does Demna define the new era of Gucci? “My vision of Gucci is about the coexistence of heritage and fashion,” he said in an extended letter, ahead of his Friday runway debut. “Here, they are not opposites; they are lovers. Gucci only exists when both are in sync, when both nourish each other.”
Arguably, the most anticipated debut of the season, Demna was sure to make his debut runway presentation a hard hitter. In a dimly lit space, a stark white line of light illuminated the runway. The two sides of the audience were flanked by tall white statues of Roman gods illuminated by flashing strobes as techno and soft trap blared over the speakers.
The atmosphere reflected Demna’s vision, which places fashion and heritage on equal footing — and so did the casting. Iconic supermodels like Kate Moss, Karlie Kloss, and Elsa Hosk walked alongside emerging talents like Fakemink and Nettspend. On the front row, Romeo Beckham and Donatella Versace sat side by side.
“Last year, I immersed myself in understanding the gucciness of Gucci. I shared fragments of this research through La Famiglia and Generation Gucci collections,” Demna explained. Much like the Ford-inspired Pre-Fall 2026 collection, the sensual minimalism of FW26 was reminiscent of Tom Ford’s tenure at Gucci, which is widely seen as what made Gucci ‘sexy’ in the first place.
Gone are Demna’s oversized Balenciaga silhouettes at Gucci; instead, men wore tight-fitting tees, slick laminated trousers, and leather jackets, while women wore a combination of mini-blazers, skinny jeans, knee-length skirts, and shimmering body-con dresses. Heritage was alive in Italian tailoring, Florentine florals, luxurious furs, and classic handbags, ranging from monogrammed duffles to miniature clutches.
However, footwear reinterpreted traditional Gucci signatures, transferring them to trend-forward silhouettes. An ultra-slim sport loafer features sneaker-like overlays, while a distressed monogram upper accentuates laceless, flat-soled boots.
If Demna’s Gucci appears surprisingly wearable, that’s on purpose. He refuses to call the brand a “maison” as couture was never their game. “Gucci is a superbrand that is as much about pragmatic product as it is about emotion. Gucci is drama, passion, excess, contradiction, love and hate, triumph and collapse, pride and vulnerability, perseverance, chaos, genius.”
See the gallery above for a full look at Gucci FW26 and stay tuned to Hypebeast for the latest fashion industry news and updates.
