Demna Gvasalia - Designer, Creative Director of Gucci

[PDFSD]

He’s really about to make the whole world change its silhouette again lmao. As much as people here dislike him his aesthetic absolutely runs NYC youth fashion right now. Baggy, camo, distressed, sporty sunglasses, etc.

That's exactly the point he polarized globally euro and eastern euro styles already part of the euro sub culture from the 90´s 00´s he basically adopted everything that was cool for tumblr and internet kids and brought it to the masses outside of its original content.

for people not knowing these subcultures of course it will be new to them and he is seen as inventor of cool.

that's why a broad understanding of subculture adoptions is crucial here to actually fairy ***es his talent or lack off

because his way of working is very much coping realities and give it an high fashion context this includes using street style already trendy and redoing it therefore claiming it as part of his balenciaga vision IRL.

if i could sum up his style is internet (online) culture

 

[FashionPower]

LOL who told you they have a good relationship !!!? lolz

Archetypes formula of what is italian (cliches) culture & subcultures types and gucci (what you associate with it from past to present jackie to pop culture , and subcultures )

People started speculating about the Lallo / Demna affair after the picture they took together at the Met with Lallo sporting his Pippi Calzelunghe braided hairdo and Demna carrying his sneaker minaudiere LOL

 

[PDFSD]

People started speculating about the Lallo / Demna affair after the picture they took together at the Met with Lallo sporting his Pippi Calzelunghe braided hairdo and Demna carrying his sneaker minaudiere LOL

i must lived in a cave when that came out lol never heard it because i would cry laughter from cringeness and ick.

one does not like s.x even with his own partner and the other like dr..gs and a walking skeleton as a partner.
they are not each other's cup of thee.

they only have a public respect for each other and are cordial...... industry friends we say ..nothing deep ..i would not be surprised if he send him flowers after his first gucci outing but this does not mean they hang out lol

 

[jeanclaude]

Demna has discovered Tom Ford for Gucci...now in 2025???? Oh...right...he was very busy copying from Margiela...

 

[FashionPower]

i must lived in a cave when that came out lol never heard it because i would cry laughter from cringeness and ick.

one does not like s.x even with his own partner and the other like dr..gs and a walking skeleton as a partner.
they are not each other's cup of thee.

they only have a public respect for each other and are cordial...... industry friends we say ..nothing deep ..i would not be surprised if he send him flowers after his first gucci outing but this does not mean they hang out lol

#BFF
LOL

 

[youthinasia]

#BFF
LOLView attachment 1394519

I see two current fashion trolls

 

[GIVENCHYlover]

I doubt the shift toward a tight, short, sexy aesthetic is going to work. To pull off that kind of look, people tend to think you have to be super slim, extroverted, sexy—and feel sexy too. Oversized pieces, on the other hand, can be like a shield… plus they’re comfy, I guess

At the end of the day, no matter how polarizing the collections are, the real key is to drop a cool sneaker, tee, hoodie, tracksuit, and bag in the first 2–3 seasons. That’s what worked for both Alessandro and Demna, the rest was for the niche audience.

Wake-up call: pretty much no designer has managed to be as successful at a second house… except maybe Hedi and Karl

P.S. Try picturing Eliza Douglas, Kim, or Bryan Boy in that G-string

 

[Frederic01]

Confused as to what exactly will be happening in September this year for Gucci if his debut will be March 2026?


SUZY MENKES

 

[Lola701]

Wake-up call: pretty much no designer has managed to be as successful at a second house… except maybe Hedi and Karl

Phoebe, Nicolas, Galliano
We will see what happens with JWA but I’m quite positive about it.

I also think that in those scenarios of success, executive decisions could really make or kill a tenure.

KERING is revealing new numbers in 2 weeks I believe. I don’t think Gucci will have even a slight improvement on sales.
The problem for Demna is that he is working a bit on emergency mode and he really has to switch the image and the products at Gucci in a very short term but he also has the pressure to not really replicate his Balenciaga because beyond the fatigue, the controversy really affected the perception the mass had on his vision.
I don’t even think his tongue and cheek propositions made people smile…

 

[GIVENCHYlover]

Phoebe, Nicolas, Galliano
We will see what happens with JWA but I’m quite positive about it.

I also think that in those scenarios of success, executive decisions could really make or kill a tenure.

But all three are getting a fair share of criticism for their current work and their true glory days still seem tied to Celine, Balenciaga or Dior. And we can include Riccardo Tisci, Tom Ford, Raf Simons, Daniel Lee, Alessandro...

Now Phoebe has the excuse that she doesn’t want to build a commercial brand. Nicolas doesn’t even get the chance to sell his collection to a wider audience. And up until the final collection, Galliano hadn’t received much appreciation.

That said, I do have high expectations for JWA...but at the same time he's at the helm of a machine that, for the most part, runs on its own.

 

[hamburgers]

^Phoebe was so successful at her second house you forgot she was at Chloe first lol

 

[Lola701]

But all three are getting a fair share of criticism for their current work and their true glory days still seem tied to Celine, Balenciaga or Dior. And we can include Riccardo Tisci, Tom Ford, Raf Simons, Daniel Lee, Alessandro...

Now Phoebe has the excuse that she doesn’t want to build a commercial brand. Nicolas doesn’t even get the chance to sell his collection to a wider audience. And up until the final collection, Galliano hadn’t received much appreciation.

That said, I do have high expectations for JWA...but at the same time he's at the helm of a machine that, for the most part, runs on its own.

Phoebe was a success at Chloe. She was a success at Celine. Nicolas was a success at Balenciaga and he is a success at Vuitton. Galliano was a success at Dior and he was a success at Margiela.
I don’t believe that commercial and critical success goes hand in hand on long term without criticism. Vuitton doubled in size since Nicolas is there even if his latest collections doesn’t have the same impact in fashion as his earlier ones (and distribution of RTW has actually expanded).

Galliano at Margiela was for the most part a critical and commercial success. The same as Hedi at Celine even if in terms of critical success, his Celine didn’t received the same level of success as YSL.

I can even count LEMAIRE.
He did good at Lacoste and did good at Hermes.

If we decide to count eponymous brands in the mix. Gaultier did well for his own brand and also for Hermes. Ultimate success, his brand now has a longevity.
The same for Martin too.
Tom Ford did great at Gucci, had a more critical (than financial) success at YSL and has managed to create his own brand with it own longevity.

 

[PDFSD]

Confused as to what exactly will be happening in September this year for Gucci if his debut will be March 2026?


SUZY MENKES

a collection presented mens and womens but not in a fashion show form that will be in march a proper fashion show.

it's how he started at balenciaga a look book of looks of mixing archive items and introducing his early lines /silhouettes basically what he did in vetements.

this will happen again with Gucci a archive dive and taking parts of his recent balenciaga into gucci.
the archetypes idea he ended at balenciaga rtw with will be the gucci version for this start in september

 

[Thefrenchy]

I can't remember if I mentioned it but from what I heard from industry friends is that they're doing a fashion video (that was shot in LA I believe), and then will do the show.

 

[Lola701]

a collection presented mens and womens but not in a fashion show form that will be in march a proper fashion show.

it's how he started at balenciaga a look book of looks of mixing archive items and introducing his early lines /silhouettes basically what he did in vetements.

this will happen again with Gucci a archive dive and taking parts of his recent balenciaga into gucci.
the archetypes idea he ended at balenciaga rtw with will be the gucci version for this start in september

I guess that’s why he talked about discovering Tom Ford. He probably went deep in his archives.
His first year at Balenciaga was exceptional. If one thing, he did a fantastic edit for those collections, particularly the pre-collections.

It will be interesting for the beginning to see Demna’s work in Ancora’s environment (stores).

I don’t know if it will be enough to reassure markets considering that will probably announce another drop in sales on the 29th but who knows.

 

[Avonlea]

So in September there will be a "pre collection" in a lookbook/video format and in March he will have another collection with a physical show?

 

[Lola701]

So in September there will be a "pre collection" in a lookbook/video format and in March he will have another collection with a physical show?

The way they are moving, I actually suspect they will try to do like Celine…In order to have the collection ship to stores as quickly as possible.

The new Celine collection is resort so by the end of November, it will be in stores.
So I guess they will show during the main season but the collection’s life in stores will be based on the resort calendar. It allows them that way to have the collection seat longer in stores and have an early feedback in terms of sales for the AG and financial reports in 2026.

 

[PDFSD]

lets remember the archives is also jackie o as persona , the idea of gucci as an italian family / characters.... of course we will see some Tom (lallo did same from day one ) but as parts not a full revival of tom ford minimal sexy dark shows so far.
it's archetypes concept as he ended balenciaga and we will see the gucci version characters one could associate with the brand as cliches .
i don't see him yet fully change into a stream lined vision as we know tom did his shows.

ancora was full of steel like a zara version of his balenciaga steel concrete stores.
they might do some light interventions to update it to his style as a first fix changing sofa´s or wall color is easy update

i would not be surprised if he went back to old gucci store concepts even pre tom maybe and did some replica interpretation of it with technical modern twist to it working with same architect studio team he had for balenciaga store.

demna approach is very Margiela of reusing or replicating the already made .

 

[PDFSD]

I can't remember if I mentioned it but from what I heard from industry friends is that they're doing a fashion video (that was shot in LA I believe), and then will do the show.

He wants to move his gucci studio to LA ..(how i know because he told people more i cant say ) you can hear him say also at last balenciaga hc post show interview speaking of his obsession with old hollywood so shooting in LA is another step to keep hammering his will to be there more permanently

 

[hamburgers]

^I wonder if that is Cantino's influence. I don't remember Demna ever remotely referencing that era but the Golden Age of Hollywood, Marilyn Monroe, etc. was Fabio's primary obsession his entire career and Miuccia said her biggest fantasy and icon is Elizabeth Taylor.