Generations and styles collide in Gucci’s new collection
As part of Milan Fashion Week
Gucci presented its Spring/Summer 2027 collection at Milan Fashion Week. Titled «The Store Show», the presentation genuinely transformed the venue into a kind of Gucci store: the models appeared to walk in as if straight from the street, while life continued unfolding in the background — people moved through the space, scenes constantly shifted, creating the feeling that the audience had stepped into a real urban environment.
For Demna Gvasalia, it was a particularly significant show. The Creative Director described the new collection as the first in which he presented «his completely own vision of the brand». At the heart of his Gucci is a meeting of completely different people, generations and styles.
The designer successfully translated this idea onto the runway. Aristocratic elegance appeared alongside pop culture, sporty influences and bold kitsch.
The defining mood of the collection was jockey chic, complemented by preppy elements. The theme carries particular significance for Gucci — the house has a long-standing connection to equestrian sport. As a result, female jockey-inspired looks appeared on the runway, becoming one of the most noticeable references to the fashion house’s heritage.
The menswear line partly took the audience back to the Tom Ford era of Gucci. Demna presented slim-fitting leather jackets, low-rise jeans and shirts with turned-back collars, left open at the neck.
For younger customers, the designer proposed bomber jackets and zip-up styles.
The womenswear proved even more diverse. Demna seemed to divide the collection among different types of customers, almost creating a distinct version of Gucci for each of them.
For younger shoppers, there were sexy leather minis. For an older audience, Demna offered bomber jackets, fitted shirts paired with boyfriend jeans and turned-up cuffs, voluminous fur coats and striking maxi dresses with dramatic cut-outs.
At the same time, the collection refused to be confined to a single aesthetic. The runway featured checked skirts with a Vivienne Westwood mood, alongside fitted blazers reminiscent of Celine’s aesthetic.
Among the season’s key details were wide belts worn low on the hips.
Photo: Instagram @gucci
