Demna-Gucci Intrigue
puck news sep 8th 2025
A New Dawn for Demna?
Last March, the announcement that Demna was going to Gucci prompted shock and, frankly, fear within the industry. There remains a lot riding on his appointment, not only for the designer but for the brand and its owner, Kering, which needs his proposal to work to help turn the
entire operation around.
But the early apprehension is transforming into hopefulness as the designer—who, like many of his peers,
is now living in Los Angeles for part of the year—has begun to crystalize his big idea in his debut this fall.
I am hearing from inside Gucci that the developing product is strong, and we’re also starting to see early indications of this in broad daylight.
To wit:
Jannick Sinner’s custom Gucci duffle bag (and more) around the U.S. Open. As one editor-in-chief messaged me, “He looks cool. It’s that simple.”
The growing positivity around Demna’s debut—even if the actual runway show won’t occur until March—partly owes to the fact that he’s an original. He may be poring over
Tom Ford–era samples and feeling pressure to
nail it, but he is never going to be too influenced by another designer (or a merchandiser, for that matter). The only way Demna knows how to work is by using history to inform his own ideas. At Balenciaga, his work was quite technical—and loyal to the archives—but unmistakably
his. I suspect that the time he’s been spending in Los Angeles will make Demna’s Gucci feel different than anything else, from the clothes to the message. And like
Michael Rider’s Celine, which is already trickling into stores, I’m sure that Gucci is working to get Demna-tinged product to consumers as soon as possible, so expect more marketing to help that effort along.
ANOTHER USELESS PUCK ARTICLE SAYING NOTHING..feels like implanted optimism via gucci lol
