Demna’s first answer after taking over Gucci: The Store Show debuts, rewriting everything from the Horsebit to the loafer
In Demna’s Gucci era, would you go for a new bag first, or the new loafers?
Summary
・ For Demna’s debut at Gucci, the collection The Store Show transformed the runway into a retail space, bringing together multiple character archetypes such as rebellious aristocrats and eccentrics. ・ Menswear reinterprets Italian loafers and experiments with off-kilter proportions in tailoring, while womenswear remixes equestrian codes, saddle shoulders, rugby shirts, and tartan. ・ Iconic Gucci accessories are reworked, with the bamboo handle reimagined as segmented leather joins, along with a new Horsebit bag, square-toed loafers, and tasseled mules. ・ Drawing on the brand’s birthplace, The Savoy hotel, the collection uses new display and proportion perspectives to open a contemporary chapter for Gucci centered on diversity and inclusivity.
