Demna unveiled his first collection for Gucci in Milan, facing immense pressure to revive the struggling brand. After years of declining sales from €10.5bn to €6bn between 2022-2025, the designer aims to restore the label that accounts for two-thirds of parent company Kering's operating profits.

The collection mixed nostalgia with provocative designs, featuring both "questionable taste" items like tight white mini-dresses and low-rise jeans, alongside classic horsebit loafers and bags. Demna described his vision as "the coexistence of heritage and fashion," drawing from Gucci's archives while capturing Italian culture.

Kering CEO Luca de Meo expressed cautious optimism, stating "we are starting on a new path and it feels like it's going in the right direction." The collection immediately hit retail channels, bypassing the traditional six-month wait, signaling Gucci's urgent need for renewed market momentum.

Demna's approach balances artistic provocation with commercial reality, but the