Skip to main content
BoF Logo

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

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.
Gucci Spring/Summer 2026
Gucci Spring/Summer 2026 (Courtesy of Gucci)

MILAN

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Why Gucci Picked Demna

The era-defining Balenciaga designer will take the reins of Italy’s biggest luxury brand in a surprise shakeup of parent company Kering’s creative ranks. The French group is under pressure to turn around performance after profits tumbled 46 percent last year.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Fashion Week
Independent show reviews from fashion’s top critics.

Fashion and the Forces of Nature

Nadège Vanhée at Hermès, Nicolas Ghesquière at Louis Vuitton and Miuccia Prada at Miu Miu all engaged with the natural world this season. Plus, what to make of Pierpaolo Piccioli’s sophomore show for Balenciaga.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON