time for some weekend fun reading :
Susanna Nicoletti
💥 Gucci what’s going on over there?
Yesterday Demna said to Suzy Menkes that his debut show will happen on March 26. Everybody was expecting September 25.
“My first show will be March 2026 but I will do this year things that will remind people what Gucci is…”
“I cannot do things in two months”
So apparently it’s still not clear what Gucci is…after 5 re-brandings in 20 years.
Demna one will be the 6th…
How can “people” be reminded what the brand is if even its creative director after months doesn’t know is a mystery.
Ah yes, I am too negative
It takes time
Gucci has plenty of time
Why hurry
We have August holidays, we need to be in Patmos
This chat happens after 4 months since the announcement of his appointment.
In the mid-March Vogue Business interview Bellettini and Cantino highlighted that Demna already started working on Gucci months before…
“Cantino revealed that Demna was first approached several months ago. Bellettini added: “We went out for dinner. I said: ‘we would really love to talk about this opportunity’. And after a second of thinking he was very excited, and said: ‘Yes! I have it in my mind — let me put together the project for you.’ He worked on that, and when Stefano and I received it for the first time, we were both: ‘Let’s accelerate!.’”
From GQ of April 24 “In last Wednesday's analyst conference, Kering Deputy CEO and Head of Brand Development Francesca Bellettini revealed that Demna will present a first "hint" of the house's new direction in September, presumably during Milan Fashion Week. This news says it all, but, more importantly, what does Bellettini mean when she says "hint"?
Why everything seems so vague still today?
And what are the "things" they will do to support the business before next Spring when the Group is deeply relying on Gucci revenues and profits to survive now?
Is there time to wait, especially as Demna was an internal move?
Are investors and creditors happy?
Or is it better like this?
A strategic postponement?
Why is this confusion happening?
- The lack of clarity when Gucci desperately needs to pump sales now
- March? Does it mean a special show? Or Paris instead of Milan? Usually Gucci opened the Milan Fashion Week but in 2026 it will go from 24th February to March 2nd but the calendar always is confirmed last minute.
- Is Demna in difficulty? Is the Gucci top management in charge and firmly steering the wheel?
- Haven't they accurately planned every single move and statement to release?
- Was the top management aware of this impromptu statement? Did they agree?
Why Kering continues to swim in mystery and uncertainty in the most delicate time of its life when it’s a group listed at the stock exchange?
At the end the customer decides and let’s see Q2 25…..and the next months…
Ah oh yes we already have the answer…
Luca De Meo will solve every issue.
Why hurry?
As my Swiss friends were used to say in Neuch,
Il y a pas feu au lac 🔥
they are the best focus groups. No need to pay millions of euro to consulting firms.
