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‘It’s luxury that wants to be seen’: aristocrats and eccentrics inspire Demna’s vision for Gucci in Milan

The Guardian UK Friday 25 September 2026, 17:21 UTC By Chloe Mac Donnell 1 min read
Key Points

Collection by the designer, brought in to return the ailing fashion house to profit, is on the moneyHe’s the mononymic designer who has been charged with rescuing Gucci from plummeting sales. So where better for Demna to stage his third catwalk show than at the forefront of commerce – a purpose-built Gucci shop. During Milan fashion week on Friday, the designer transformed a convention centre into a sprawling retail space that mirrored the design for the brand’s new boutiques.

Collection by the designer, brought in to return the ailing fashion house to profit, is on the money

He’s the mononymic designer who has been charged with rescuing Gucci from plummeting sales. So where better for Demna to stage his third catwalk show than at the forefront of commerce – a purpose-built Gucci shop.

During Milan fashion week on Friday, the designer transformed a convention centre into a sprawling retail space that mirrored the design for the brand’s new boutiques.

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Demna (PERSON) Gucci (PERSON) Milan Collection (ORG) Milan (LOCATION)
Originally published by The Guardian UK Read original →

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