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Vishal Khairnar
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Demna Makes Gucci Debut With Co-Ed Collection at Milan Fashion Week
Milan, Italy – Georgian designer Demna unveiled his first collection for Gucci this Tuesday at Milan Fashion Week, presenting a co-ed line through a cinematic experience rather than a traditional runway.
The 44-year-old designer, who took the helm at Gucci in July after a decade at Balenciaga, opted for a film titled The Tiger, directed by Spike Jonze and Halina Reijn, starring Demi Moore, Edward Norton, and other notable actors. The film, La Familia, satirically portrays typical Italian family archetypes — the diva, the influencer, the narcissist, and the “daddy’s boy” — reflecting Gucci’s diverse clientele.
A Collection That Blends Party Glamour With Gucci Heritage
Demna’s debut collection features:
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Thigh-baring faux fur coats
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Sheer waistcoats and miniskirts
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Party dresses with bold silhouettes
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Classic Gucci accessories
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Subtle nods to Tom Ford’s iconic era at the house
“For me, all these archetypes represent the Gucci crowd and the future Gucci customers,” Demna told WWD. “Everyone will be able to find something in the collection that suits them.”
The collection will be available in ten stores worldwide from September 25 to October 12, offering a glimpse into the future direction of the storied brand.
From Balenciaga to Gucci: Demna’s Provocative Vision
At Balenciaga, Demna became known for provocative, headline-making designs that boosted sales. Highlights include the $2,000 “Ikea” leather bag and a $1,800 bin bag created in solidarity with Ukrainian refugees.
The designer’s background — fleeing Abkhazia, Georgia, as a child due to war — has influenced his bold and often socially conscious approach to fashion. His debut at Gucci signals a blend of theatrical storytelling, cultural commentary, and contemporary luxury that could redefine the brand’s future.
