Demna Launches Co-Ed Collection for Gucci at Milan Fashion Week
Demna’s New Chapter at Gucci
Milan, Italy – The innovative Georgian designer Demna made his debut with Gucci at Milan Fashion Week this past Tuesday, unveiling a co-ed collection presented through a captivating film. This film features characters reminiscent of a typical Italian family, offering a unique lens into the collection’s themes.
A New Leadership Era
Demna, who took over the reins of Gucci in July, brings a wealth of experience from his decade-long journey at Balenciaga, another brand under the Kering umbrella. His goal is clear: to revitalize Gucci’s sales, which have seen a decline in recent times.
The Film Presentation
Instead of a traditional runway show, Demna shared a series of “looks” through the film The Tiger, directed by Spike Jonze and Halina Reijn. Starring celebrities like Demi Moore and Edward Norton, this cinematic approach allows for a more creative showcase of the collection.
Highlighting Cultural Stereotypes
The film, titled La familia, serves as a satirical take on cultural stereotypes, featuring a range of characters such as the diva, the influencer, and the ever-charming “daddy’s boy.”
Collection Details
The co-ed collection is rich in variety, showcasing an array of party dresses, thigh-high faux fur coats, sheer waistcoats, and miniskirts. Also notable are the classic accessories and subtle nods to Tom Ford’s influential era at Gucci.
Inclusion and Future Visions
In an interview with WWD magazine, Demna emphasized his vision for inclusivity. “All these archetypes represent the Gucci crowd and future customers. Everyone will find something in the collection that resonates with them,” he stated.
Availability
The collection is set to hit ten stores worldwide between September 25 and October 12, bringing this fresh vision directly to customers.
A Legacy of Bold Design
Previously, at Balenciaga, Demna was known for pushing boundaries and significantly boosting sales with his provocative designs. His journey began under difficult circumstances, having fled the war-torn region of Abkhazia as a child. He gained worldwide attention for his $2,000 “Ikea” bag and later introduced an $1,800 bin bag at a show dedicated to Ukrainian refugees.
With this new chapter at Gucci, what do you think Demna’s bold approach will bring to the fashion landscape?
