The Store Show marks the first collection to fully express Demna’s personal vision for Gucci, bringing together Italian dress codes, bold new silhouettes and the House’s enduring heritage
Gucci enters a new chapter with The Store Show, the first collection to express Demna’s personal vision for the Italian fashion House.
Staged within a space conceived to resemble a retail environment, the presentation also offers an early glimpse at Demna’s aesthetic direction for future Gucci stores. More than a traditional runway, the show explores how fashion, personality and the experience of Gucci can exist within the same world.
Inside Demna’s Gucci Universe
At the heart of The Store Show is a cast of personalities that embody Demna’s evolving vision for Gucci – The Rebellious Aristocrat, The Snob and The Eccentric.
Menswear and womenswear unfold successively as two collections within a single show, reflecting the way the respective lines are presented within Gucci stores.
It is an approach that allows different identities to coexist while remaining connected by the codes of the House.
A New Gucci Menswear Silhouette
The collection opens with cropped trousers and loafers worn without socks, immediately establishing a distinctly Italian attitude.
From there, traditional dress codes are reconsidered through sharp, fitted tailoring and pagoda shoulders crafted in stonewashed textiles. Demna introduces his Gucci menswear silhouette through cropped, puff-shaped outerwear worn over slender, slouchy denim, balancing structure with a more relaxed proportion.
The result is a conversation between refinement and rebellion – familiar Gucci territory interpreted through Demna’s perspective.
Womenswear Reimagines Bourgeois Dressing
For womenswear, bourgeois codes arrive with an equestrian influence before transitioning into sharply tailored trouser suits and skirt suits with a metropolitan edge.
Pagoda shoulders appear again, this time constructed without padding to create a lighter silhouette. Puff-shaped jackets are paired with masculine shirting, rugby tops and sharply pleated A-line skirts rendered in genuine Scottish tartans, leather and checked wool.
The combinations play with traditionally masculine and feminine wardrobes while retaining the polished tension that runs throughout The Store Show.
Gucci’s Horsebit Takes Centre Stage
The House’s equestrian heritage remains unmistakable.
Oversized and miniature Horsebits appear throughout the collection, including on the 3X cummerbund belt. The piece cinches what Gucci describes as “New Romantic” ensembles, combining sharp-shouldered blouses, drainpipe trousers and layered jewellery.
Elsewhere, delicate lingerie introduces nocturnal glamour alongside voluminous shearling outerwear. Precisely cut eveningwear follows, culminating in a fluid “gravity” gown secured with a hanging teardrop weight.
The New Gucci Bags
Accessories offer another indication of Demna’s direction for Gucci.
A sleek “uptown” Horsebit tote combines a polished exterior with an organised, multi-compartment interior, while handbags and slouchy messenger bags are finished with flexible bamboo-inspired handles crafted from sections of leather.
The 3X transforms a belt decorated with three Horsebits into a slimline party bag, while a bamboo-shaped mini duffle shoulder bag is imagined as an everyday companion.
At the same time, familiar Gucci signatures remain firmly in the picture. The GG Marmont and Ophidia return as expressions of the House’s bourgeois heritage and established design DNA.
Demna Reinvents the Gucci Loafer
Footwear provides another meeting point between Gucci history and Demna’s new vocabulary.
A sleek driver-soled shoe with an angular toe represents his first interpretation of the modern Gucci loafer. An elegant slipper with exaggerated fabric tassels takes boudoir dressing outdoors, while an angular metal-heeled stiletto introduces a sharper femme-fatale attitude.
Gucci’s equestrian codes continue with a knee-high heeled boot embellished with monogrammed stirrups.
Returning Gucci to The Savoy
For all its newness, The Store Show ultimately circles back to the origins of Gucci.
The collection reconnects the House with The Savoy hotel, where founder Guccio Gucci worked as a porter in London before establishing his own leather goods business.
Within the collection’s own narrative, The Savoy represents a meeting place for people from entirely different worlds. The Store Show extends that idea to Gucci itself – imagining the House as a place where seemingly disparate personalities can meet, connect and inspire one another.
It is a fitting framework for Demna’s emerging Gucci: rooted in recognisable House codes, but open to reinvention, contradiction and individuality.
