Demna Gvasalia - Designer, Creative Director of Gucci

[FashionPower]

We haven't seen anything new from Demna since the lackluster "La Famiglia" debut.
I'm not counting those tacky sequined custom gowns for the LACMA event, the input from Demna might have been just on the color choice...
I'm extremely disappointed so far: we haven't seen a bag, a shoe, a campaign, anything.
CHANEL already had 2 runway shows, a dedicated holiday campaign and a revamp of the studio Cruise lookbook.

 

[reese06]

Yah and Blazy had a lot of time before we saw anything from his Chanel. Gucci is doing the same with Demna. They have pretty much communicated this already.

 

[PDFSD]

The only but big difference is chanel is doing well at $18.7 billion for 2024 so they can afford it ....... gucci is bleeding since they reached a historic high of $10.9 billion in 2022 under Michele, before leveling off and beginning to decline to 7.65 billion euros in 2024 on top of kering debt of 10 billion and other group brand not really growing.

First half of 2025, Gucci’s revenue amounted to €3.0 billion, down 26%
Sales from the directly operated retail network decreased by 24% down
Wholesale revenue was down 42%

Demna presented a project to get hired where it said it was clear what his gucci will be but then the result is a half baked collection drop and saying the real show is feb ....mean time the core lines that are still very ALESSANDRO anchora fied keep bringing in the bulk of money.

its not well orchestrated it's clear when you have you creative director be busy with a Lacma while he just work on pre fall drop and real product overhaul.....he ain't picasso .

we see what extra time Blazy had and its still his Bottega at Chanel ....you have a vision or not you start and you tweak it with each show period.

Demna is just buying time because he is lost in translation of the size of gucci versus balenciaga joke he did for so many years.

i know he has his teams scouting on tik tok for trends to redo in gucci he already did with his first drop the biker jacket boot cut pants gues on ig and tik tok where already doing it before his collection came out.

he only knows how to replicate cosplay subculture

the new kering boss wont gel with his dark style i said it before something will change again .....lets see with feb show

 

[MultiQsan]

Wasn’t the show moved to May? I’m hoping it would be Feb too as stated before for Gucci’s sake. They need something new right now than Mini GG and the Vanity bag.

On a side note, “Gucci Besties” is the lamest answer to the bag charm trend I’ve ever seen a luxury brand do. Google it at your own risk.

 

[PDFSD]

Wasn’t the show moved to May? I’m hoping it would be Feb too as stated before for Gucci’s sake. They need something new right now than Mini GG and the Vanity bag.

On a side note, “Gucci Besties” is the lamest answer to the bag charm trend I’ve ever seen a luxury brand do. Google it at your own risk.

FEB 19 - 23, 2026. London Fashion Week Fall Winter 26/27.
FEB 24 - 02, 2026. Milan Fashion Week Fall Winter 26/27.
MAR 02 - 10, 2026. Paris Fashion Week Fall ...

MAY is cruise season for most brands

 

[Lola701]

Is his show for the FW season going to be co-ed or is he going to have a debut in January for menswear?

We haven't seen anything new from Demna since the lackluster "La Famiglia" debut.
I'm not counting those tacky sequined custom gowns for the LACMA event, the input from Demna might have been just on the color choice...
I'm extremely disappointed so far: we haven't seen a bag, a shoe, a campaign, anything.
CHANEL already had 2 runway shows, a dedicated holiday campaign and a revamp of the studio Cruise lookbook.

I don’t think that Gucci is the well oiled machine that Chanel is. I mean, clearly not.

The « debut » collection from Demna was more a way to send a signal to the industry and also to the markets. They have changed the organization, they are clearly figuring things out.
And La Famiglia probably provided substantial sales that will be instrumental in the next assemblée générale.

They will be able to justify the hiring of Demna and say that his collection was already favorably received and reassure the shareholders.

Gucci will probably not show images of the Precollection until it hits the stores in June. But buyers and the press will probably see the collection from December to January.

 

[PDFSD]

Is his show for the FW season going to be co-ed or is he going to have a debut in January for menswear?

I don’t think that Gucci is the well oiled machine that Chanel is. I mean, clearly not.

The « debut » collection from Demna was more a way to send a signal to the industry and also to the markets. They have changed the organization, they are clearly figuring things out.
And La Famiglia probably provided substantial sales that will be instrumental in the next assemblée générale.

They will be able to justify the hiring of Demna and say that his collection was already favorably received and reassure the shareholders.

Gucci will probably not show images of the Precollection until it hits the stores in June. But buyers and the press will probably see the collection from December to January.

engineering hype because there is no confidence still in Demna for the core products bags and acc.
very Belletini to extend the time for possible negative or lack luster feedbacks and create hype for awaiting.

all looks insecure steps very much her style.

the direction should be confident messaging to the customers leading up to the show even with pre collections (even Phoebe first celine was a pre collection the resort lookbook before her main show. Daniel Lee Bottega was also pre fall lookbook before the show.)
Deman also had pre fall before his main show put released the day after his show if i remember well.

they need to address the core product collections with new direction and stop relying on fashion show buzz.
stop playing hard to get setting in that ivory tower of high concept but not actual reality of good product in sight.

 

[Lola701]

engineering hype because there is no confidence still in Demna for the core products bags and acc.
very Belletini to extend the time for possible negative or lack luster feedbacks and create hype for awaiting.

all looks insecure steps very much her style.

the direction should be confident messaging to the customers leading up to the show even with pre collections (even Phoebe first celine was a pre collection the resort lookbook before her main show. Daniel Lee Bottega was also pre fall lookbook before the show.)
Deman also had pre fall before his main show put released the day after his show if i remember well.

they need to address the core product collections with new direction and stop relying on fashion show buzz.
stop playing hard to get setting in that ivory tower of high concept but not actual reality of good product in sight.

They will continue on the insecurity route if Demna’s work doesn’t align with De Meo’s vision.
I would like to believe that Demna wants total creative control. And De Meo declared that Gucci should less rely on the the collections by the CD…So yes the core products.

The question is who is going to handle that if it’s not the CD?

 

[PDFSD]

They will continue on the insecurity route if Demna’s work doesn’t align with De Meo’s vision.
I would like to believe that Demna wants total creative control. And De Meo declared that Gucci should less rely on the the collections by the CD…So yes the core products.

The question is who is going to handle that if it’s not the CD?

the thing is the core collection direction comes from the CD once you have the show and pre collection things that sell well become core and gradually replace most of old core collections

so the statement of Luca makes no sense because show collection have never been the main breadwinner they are at best a starting point for everything to follow of hit items to become temporary carey overs or long term

the marmont belt was there in the show from. day one the dyonesis back as well les core now lol but the marmont bag since cruise show etc prince town and many more rtw items

of course i commercial collection or things that don't make it in the show can and often end up also being in store hits .

i understand he is new but i think it was something to mark his territory more than anything really practical or meaningful for the running of the brands.

i am bored with all these brands messy governance

 

[Lola701]

the thing is the core collection direction comes from the CD once you have the show and pre collection things that sell well become core and gradually replace most of old core collections

so the statement of Luca makes no sense because show collection have never been the main breadwinner they are at best a starting point for everything to follow of hit items to become temporary carey overs or long term

the marmont belt was there in the show from. day one the dyonesis back as well les core now lol but the marmont bag since cruise show etc prince town and many more rtw items

of course i commercial collection or things that don't make it in the show can and often end up also being in store hits .

i understand he is new but i think it was something to mark his territory more than anything really practical or meaningful for the running of the brands.

i am bored with all these brands messy governance

I also think Gucci should touch on something they are clearly still afraid to touch on: the outlets specials.
They should discontinue those lines of basics they creates for outlets. I find it super embarrassing.

For me it goes with the idea of redesigning everything.
I often talk about their luggage but it’s incredible how I find it tacky. When I landed in CDG I mean, I think Vuitton with all their monogram can be chic on the right person. Do Gucci luggage needs to have the double G, the Web band and the GG big buckle on it?

Can’t we just go back to the Frida era and just limit with either the web, or the double g monogram with brown leather?

Their website looks like an outlet display. They don’t realize how much job they got to do.

 

[jeanclaude]

Their website looks like an outlet display. They don’t realize how much job they got to do.

I´d say it looks like an online version of Canal Street...

 

[andrew]

Gucci is basically Zara for the .01%; seems only appropriate to hawk their $1,500 logo polos in this manner.

 

[Lola701]

Judging by the prefall lookbook, Demna understood. The big bags are quite chic…Enfin!

 

[youthinasia]

I hate to say it but I kinda loved this collection. Already have my eye on a few pieces. That new Lunetta Phone+ is super cute.

 

[yslforever]

I dig that Y2K David and Posh Spice re creation.
And some pieces are indeed very desirable, especially in menswear .
OMG but those glittery jeans on look 26 are mines !! Also that deep burgundy look 42 !!
No new bag I can recall

 

[Avonlea]

It's a decent collection, creatively bankrupt, but decent. You can't go wrong with Ford's Gucci.

 

[FashionPower]

OMG Demna read my post!
At last, an actual proper debut collection.
I don't know honestly, it feels very vintage Gucci by TF, very passè...almost feels like a caricature of a TF show with the venue, the lighting and everything.
Were we really expecting a "good ol' times" Tom Ford revival from Demna? I wasn't!
I mean it's nice but nothing really stood out. The menswear is basic AF with web details put on every single jeans and jacket.
Still no sneakers and hoodies in sight. Nice bags but nothing we haven't seen before by Lallo with the Dyonisus.
Let's wait for the real show now.
If Carine wasn't consulted for the styling, I would sue if I were her LOL

 

[TurkicMongol]

I like the new Pre-Fall direction because it is more cohesive but can do without those cheap Gucci elements. It is a good starting point even it is selling the TF era nostalgia.

 

[yslforever]

It's a decent collection, creatively bankrupt, but decent. You can't go wrong with Ford's Gucci.

I bet it’s 80% very expensive market researches and analyses, 20% Demna giving an input and for once, a lot of coherence.
It’s a very lean, straight-to-the-point collection,

I think he is the first this season who managed a collection which does not need editing and tells a full story, without digressions nor distractions. 58 looks co-ed is a very good formula imho.

 

[Lola701]

I think the collection is good.
It can be disappointing because as @FashionPower said, we aren’t getting out of the Tom Ford for Gucci thing.
The actual collection feels like again, a raid on the archives. Ok he referenced a lot of spring summer collections for his FW collection.
The inclusion of the Frida silhouettes added a bit of freshness on the whole thing. The foulard print is actually great. He should have made a bag with that print like she did for the 85th anniversary of Gucci.
The last few eveningwear looks are literally SS2000 with a slit lol.

I think the menswear was a bit of the downside of the collection.
The tracksuits, the web band…The silhouette. It’s very D&G circa 2005. Not a very appealing look for men.

And I wish he designed modern shoes. Do we need a recreation of the 2003/2004 shoes?

The real star are the big bags, the ones in leather, suede and canvas are rather chic and timeless. The small ones are tacky.

I feel like a lot of Demna Stans are men. So the menswear collection will be great for them.
His Gucci woman is more universal and the reliance on Tom Ford makes it familiar. It could work.