Demna's Gucci Wants To Be Seen

If there was one thing impossible to miss at Gucci’s SS27 show, it was Gucci itself.

For The Store Show, Demna went big on the house codes, creating a collection that felt deliberately unapologetic about its identity. Oversized Horsebits, chunky belts, big bags and unmistakable logos were impossible to ignore. The message was clear: if you’re wearing Gucci, people should know it!

There was a real maximalist energy running through the collection, but it never felt excessive simply for the sake of it. Accessories became an important part of the proposition, with belts layered and exaggerated, sometimes becoming almost as significant as the clothes themselves. The house’s classic codes appeared across bags, shoes and RTW, creating a wardrobe that embraced recognition rather than resisting it.

For menswear, the collection develops on Gucci’s established elements, be it the house’s tailoring, equestrian references or even distinctive accessories, while keeping the silhouettes grounded in Demna’s vision.

The womenswear follows the same approach, bringing together the gucci’s familiar codes with Demna’s new perspective. Across both, the focus remains firmly on the brand’s identity and the elements that have defined the house over the years.

What makes the collection particularly interesting is that Demna isn’t trying to make Gucci quieter or more discreet. Quite the opposite. After spending his first year understanding what Gucci means, this collection feels like the point at which those references are turned up. The Horsebit, the GG, the bags and the belts are all treated as things to be recognised and celebrated.

And perhaps that is the biggest takeaway from The Store Show: this is Gucci that wants to be seen. In a fashion landscape that has spent years talking about discretion and quiet luxury, Demna is making a case for something far more immediate, the confidence of wearing the logo, the heritage and the attitude, all at once.