For Demna at Gucci, it’s all about bringing back the original spirit as a meeting point for different worlds.
On September 25th, Demna presented a show centered around going back to Gucci’s roots, connecting everything under one clear vision. He mentioned that Gucci originally started at The Savoy hotel in London, bringing together aristocrats, artists, and society elites from all walks of life. Today, he feels it’s natural for Gucci to revive that same vibe..bringing those different worlds back together as a common ground where people can connect, get inspired, and just be whoever they want to be.
Demna explains that throughout his time leading the creative direction, he finally discovered what Gucci truly is. He described his complete vision in The Store Show, which sums up everything he has learned since he joined. He also believes that Gucci’s history is built on personalities, identities, and lifestyles, not just design rules.
So, what did the audience see?
Inside The Store Show
The show felt like walking into any Gucci store in the world. It’s a simulation of every movement and every character since Gucci was founded..how a customer walks in, what they look at, what they wear, their age, and what bag they’re carrying. Every single detail matters.
Demna summed up his first-year research by saying that Gucci comes from a deep desire to belong to a more glamorous, diverse world, where you can reshape the Gucci universe in your own image.
Here is a glimpse of his creative work from the show:
