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When Demna takes his bow at Gucci this week, it will mark the beginning of a new chapter for one of fashion’s most enduring Houses. Notably, the Fall/Winter 2026 show will be his first in-person runway since assuming the creative director reins, and for a designer known for tongue-in-cheek spectacles, the debut arrives freighted with much curiosity.
In the hours before the runway, Demna published a typed letter to socials.
Gucci, he wrote, is not built on myth or couture pedigree, but on product, pragmatism and the force of Italian culture. After months spent combing the Florentine archives, visiting factories and standing rapt before Botticelli’s Birth of Venus at the Uffizi Gallery, he emerged with a conviction: Gucci is not merely heritage or fashion, but the friction between the two. “Heritage and fashion are lovers,” he declared.
If that sounds lofty, Demna insists the result should feel anything but intellectual. Lighter. Softer. More emotional. With a focus on archetypes for his inaugural SS26 collection, ‘La Famiglia’, dress codes and contradictions are very much on the cards.
Watch the show live from Milan below on Friday, February 27, at 2 pm CET (Saturday, February 28, at 1 am AEST), as Demna introduces his vision of “gucciness” — not just as a logo, but as a feeling.
