Gucci to Hold Unified Show in Milan in February
Creative director Sabato De Sarno will present the brand’s men’s and women’s collections together in a single fashion show also in September as part of the Milan Fashion Week calendar.
By Luisa Zargani
November 19, 2024, 12:01am
MILAN — Gucci is returning to the coed format for its shows or, as the company prefers to describe it, a “unified” version.
Creative director Sabato De Sarno will present the brand’s men’s and women’s collections together in a single fashion show in February and September, respectively, as part of the Milan Fashion Week calendar.
In addition, as reported, Gucci will hold the cruise 2026 fashion show in Florence on May 15, also coed.
In a statement, Gucci said that this will allow De Sarno to present his “sleek, thoughtful and cohesive storyline” for the brand, “fostering a dialogue between complementary men’s and women’s collections,” and “a continuous conversation between these two worlds. Each collection reflects and responds to the other, maintaining its individuality while contributing to a multifaceted narrative in which femininity and masculinity coexist, enrich and elevate one another.”
De Sarno’s first show bowed for women’s in Milan in September 2023, after he was named to the leading design role in January that year. In January and June 2024, he presented his menswear collections for the brand, and last May, a women’s cruise 2025 show in London’s Tate Modern Tanks with guests including Dua Lipa, Demi Moore, Paul Mescal, and Kate and Lila Moss.
The luxury house has experimented with different formats over the past few years, opting for the coed format in 2017 under former creative director Alessandro Michele and then reverting to separate showcases, uncoupling men’s and women’s collections, starting with the former in January 2023.
This is the latest change revealed by Gucci, which is going through several transformations under the lead of Stefano Cantino, deputy chief executive officer, who will take over as CEO on Jan. 1, succeeding Jean-François Palus. As reported, as part of Gucci‘s turnaround, Cantino is developing new teams in key areas, looking at streamlining operations and sharpening the decision-making process.
At the end of December, Valérie Leberichel will join Gucci as senior vice president of global communications from Givenchy, reporting directly to Cantino. Reporting to Leberichel will be the existing PR and communications, events and special projects, entertainment industry relations, and art buying teams, along with the newly established vice president of digital marketing and media. That position will be filled by Marcello Mastrogiacomo, who is joining Gucci on Nov. 25 from Armani Beauty Global. Hailing from Valentino, Daniela Raganato was named global media director earlier this month.
