Inside Demna's Gucci Runway Debut

DEMNA’S MUCH ANTICIPATED RUNWAY DEBUT FOR GUCCI is a body-first resurrection of the house’s most risqué instincts of raw sex, passion and power, channeled through an unmissable nod to the 90’s Tom Ford era at Gucci. What emerged was a nostalgia drenched new-age man, unapologetic about wanting to be desired, fluent in seduction and far more interested in flirting with power than flexing it.

Think body sculpting muscle tees that leave very little to the imagination, low slung jeans, razor sharp leather jackets and flashes of monogram underwear. The new Gucci man lets a low waistline, a sharp jacket and a knowing glance do the work. Slightly smug, deliberately provocative and fully in control, this masculinity enjoys the attention and refuses to apologise for it. He’s sexy, self-aware and just smug enough to feel dangerous again at Gucci.