Gucci Spring/Summer 2027: Demna Opens the Doors to a New Gucci World

For Gucci Spring/Summer 2027, Demna offered his most complete vision yet for the Italian house. Dubbed “The Store Show,” the presentation unfolded inside a series of neutral-toned spaces inspired by a Gucci retail environment, blurring the line between the world of the runway and the experience of stepping inside the house itself.

A year into his tenure as Gucci’s creative director, Demna drew on the brand’s rich history while pushing its codes into a new territory. His starting point was the tension at the heart of Gucci itself: between aristocracy and pop culture, heritage and desire, elegance and rebellion. That duality became the defining thread of the Spring/Summer 2027 collection.

The setting played an important role in that idea. Mirrors were placed throughout the space, allowing models to stop, look at themselves and interact with their clothes as they moved through the rooms. 

The collection itself moved between sharply tailored sophistication and a more provocative, relaxed attitude. Menswear opened with fitted suits, cropped trousers, sockless loafers and exaggerated shoulders before evolving into rounded, voluminous outerwear, slouchy denim and oversized low-slung Horsebit belts.

For women, polished skirt suits and tailored separates introduced a distinctly Milanese elegance, often paired with riding boots referencing Gucci’s equestrian heritage. From there, the silhouettes became more playful and rebellious, with rugby shirts, pleated tartan skirts, oversized fur coats and body-conscious dresses creating a contrast between classic refinement and contemporary sensuality.

Demna also placed Gucci’s accessories firmly at the centre of the collection. The iconic Horsebit appeared across belts, bags, footwear and jewellery, sometimes layered in exaggerated proportions. Rather than functioning simply as finishing touches, the accessories became defining elements of the looks, amplifying the house’s instantly recognisable codes.

Names including Candice Swanepoel, Rosie Huntington-Whiteley, Alex Consani and Anok Yai, were among the models who walked the runway, alongside models from different generations. The varied cast reinforced the collection’s idea of Gucci as a space where different identities, eras and attitudes can coexist.

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