The renowned Georgian designer ushers in a new era, which emphasizes why Gucci is eternally stylish.
Fashion tends to reward spectacle—bold silhouettes, maximalist flair, and unapologetic volume. Demna Gvasalia, by contrast, lets attitude do the talking. For Gucci’s newly appointed creative director, it’s less about the noise and more about the vibe.
Demna staged his first runway show for the Italian powerhouse during the Fall/Winter 2026–2027 Milan Fashion Week. The collection, titled “Primavera,” is propelled by Gucci’s hardcore attitude, not just style. It marked a new era anchored in Demna’s vision, which focuses on energy rather than embellishment.
“For 10 years, I tried to convince myself that I’m a smart designer,” he said after his first show since departing Balenciaga in July 2025. “And at Gucci, I realized that I can actually create from an emotional standpoint rather than an intellectual standpoint,” he continued.
It was a chance to finally launch Gucci “back into cultural relevance,” he added. “It’s part of Gucci to celebrate yourself, to be in love, to flirt— all of those things. To be bold, to be daring, to be kind of fearless in some way.”
Demna unveiled this collection, which prioritized presence over polish, at the Palazzo delle Scintille on February 27. He transformed the hangar-sized convention hall into an expansive, museum-like venue in partnership with Berlin-based architect and longtime collaborator Niklas Bildstein Zaar. It was lined with marble statues inspired by Botticelli’s Primavera, a famous large-scale painting featuring nine figures from classical Greek mythology, including a central Venus, Cupid, the Three Graces, and Mercury.
He recalled having an awakening upon seeing Botticelli’s masterpiece at the museum. “I got so overwhelmed,” Demna told media outlets backstage. He then reimagined his own “Primavera” around the body, examining how garments frame it, trace it, and occasionally reveal it.
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The collection projected sexiness, fearlessness, and a new wave of distinctly hyper-modern aesthetic. It opened with a seamless white minidress in hosiery fabric, setting a sleek, refined, and flirtatiously glamorous tone for the 81 looks that followed. From that point on, silhouettes remained restrained and body-conscious. Jackets hugged the torso, while low-rise leather pants approached the look of leggings.
Fabrics draped like liquid, catching the light with every movement. From minidresses to gowns and coordinated sets, the pieces dazzled in these materials, occasionally mirrored in matching footwear. The dresses and skirts clung to the body, some slashed with thigh-high slits and paired with stockings featuring the house’s iconic monogram pattern.
eathers and fur added texture and depth to the collection, as seen in trimmed bombers and plush outerwear. Eveningwear took on subtly heightened drama. Meanwhile, the final menswear looks were showcased without shoes at all, extending the collection’s “back to basics” theme.
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Demna infused his “Primavera” with Gucci’s rich heritage by reinventing its signature Gucci Bamboo 1947 with a sleeker shape and reworked handle, while archival evening bags were redesigned to carry today’s necessities. Footwear followed suit, moving fluidly between sculpted sneakers and softened loafers built for effortless wear.
While the collection marked a new era for the house, several signatures retained their original form. The final look saw the legendary Kate Moss return to the Gucci runway after 30 years, wearing a black backless gown with an exposed diamond-studded GG thong. It was Demna’s playful nod to the house’s provocative history, reimagined for today.
Watch the entire Gucci Fall/Winter 2026 show below:
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