Demna’s Gucci 'Store Show' Balances Aristocratic Snobbery with Eccentric Pop
Demna presented his third Gucci collection, titled 'The Store Show,' at Milan Fashion Week, staging the runway inside a mockup of a future boutique to signal a shift toward visible luxury. The collection, which featured approximately 80 models, divided into men’s and women’s segments, emphasizing a blend of bourgeois elegance and eccentric pop culture. Key looks included equestrian-inspired tailoring, rugby shirts, and 'nocturnal glamour' evening wear. While critics noted the novelty of the retail-themed set, opinions diverged on whether Demna has fully mastered the brand’s complex identity, with some praising the balance and others questioning the depth of the women’s lineup.
