Gucci’s creative director, Demna, showcased a new collection that draws heavily on the brand’s luxurious heritage during Milan Fashion Week, as reported by Gulf Today. This second collection, presented on Friday, marks a departure from the strict archetypes of his debut, focusing instead on a more commercial appeal amidst a challenging luxury market.
The runway was transformed into a lavish Gucci boutique, featuring high-profile attendees such as Cardi B and Donatella Versace, who were seated on plush sofas. Models strolled through the boutique, interacting with displays of jewellery and handbags, creating an atmosphere that emphasized the collection’s intent to transition from runway to wardrobe.
Demna highlighted that “Gucci is about luxury that wants to be seen,” setting the tone for the collection. The designs featured bold silhouettes, with men’s suits showcasing exaggerated shoulders and women’s jackets and dresses adorned with pagoda shoulders. The styling remained distinctly Italian, with cropped trousers and loafers for men, while women donned cinched trench coats over skirts.
While the collection retained references to previous creative directors Alessandro Michele and Tom Ford, Demna’s approach encouraged customers to mix and match elements rather than conform to rigid archetypes. Layering played a significant role, with styles that blended urban and bourgeois influences, such as low-slung trousers paired with a leather bomber and a plaid shirt.
Notably, the collection included commercially appealing pieces, such as a double-breasted navy peacoat paired with high-heeled equestrian boots and a rugby shirt layered under a Gucci logo jacket. This blend of luxury and practicality aims to resonate with consumers looking for versatile fashion options.
In a separate showcase, Moschino’s new creative directors, Loris Messina and Simone Rizzo, also made their debut during Milan Fashion Week. Their collection, set against a stunning sunset backdrop, maintained the brand’s signature irony while moving away from gimmicks. The designs featured exaggerated silhouettes and playful graphics, yet retained a focus on wearability.
Messina and Rizzo expressed their ambition to modernize Moschino, aiming to re-establish it as a cultural force in fashion. They emphasized a commitment to creativity that reflects contemporary sensibilities, moving beyond the brand’s historical quirks.
Follow our Lifestyle news coverage for related developments.
