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Agenda-setting intelligence, analysis and advice for the global fashion community.

How Demna Put Gucci Back in the Fashion Conversation

The subversive designer didn’t need a runway show to shift the narrative around Kering’s troubled flagship this week. Best-in-class creative directors are increasingly cross-cultural curators who can conjure up media experiences as well as they do clothes.
Gucci Spring/Summer 2026
Gucci Spring/Summer 2026 (Courtesy of Gucci)

Two months into his role at Gucci and it appears Demna understood the assignment.

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Further Reading

Demna and Gucci: Written in the Stars

A look book and a movie were all it took to propel Gucci back into the fashion conversation. But Demna already has his sights set on a February show inflected with ‘a new minimalism,’ the designer told Tim Blanks in an in-depth interview.

Milan Day One: How to Revamp a Brand

Gucci’s Demna and Diesel’s Glenn Martens — one beginning a brand reinvention, one already knee-deep — both hatched something new on the first day of Milan Fashion Week.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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