Demna’s Gucci, Spring/Summer 2027 Refinement
Before Demna entered Gucci around July of 2025, the House of Gucci seemed to be failing dramatically in popularity and sales. The brand felt old-world almost and to consumers, very stale. This decline in brand not only took a visible toll but also a major hit in store sales, wholesale sales, and profitability. Getting a snapshot of Kering’s first quarter report for 2025, Gucci had huge falloffs - 2024 revenue fell 23% and in Q1 of 2025, revenue fell another 25%. Direct retail sales for stores and e-commerce fell 25% and experienced extremely slow traffic. Wholesale revenue fell 33%, but in this area Gucci doesn’t place the reason in demand, rather being selective of their distribution partners. These failing percentages directly correlates to the brand’s operation profit and margin with a recurring operating margin of 21% in 2024 to 16% in the first half of 2025 along with recurring operating income falling 52%.
With Demna inheriting a slow moving brand such as Gucci, his primary goals were to bring shoppers back into storefronts and restore sales without sacrificing profitability. Since his joining, he has done exactly that - Gucci has seen great improvement in social popularity, consumer interest, and new sales. His first shows and campaigns have featured big names that are top of our culture while also incorporating the faces that define our current culture today. This effort has bridged the gap between old and new and fortunately for Gucci, Demna understands the idea relevancy and engaging consumers in today’s global climate.
As the Spring/Summer 2027 collection commences, this was Demna’s first full opportunity to refine Gucci to his personal design and taste, and he surely didn’t waste the moment. An identity has been restored for Gucci, thanks to the vision and direction of Demna Gvasalia.
Conveniently enough, this Spring/Summer 2027 show takes place in a Gucci storefront setting and models are ushered in and out of the doors each elegantly dressed head to toe. What we find with this collection is an excellent display of modern luxury, a sharp futuristic tailoring, and pieces made for everyday wear in the street.
Starting with menswear first, we get classic suit tailorings blended with casual shirts and denim. Shirts for the menswear side see an accent of big, popped collars and Horsebit additions. Classic Gucci shield motifs adorn these very shirts along with bold green and red striping. Outerwear is by far the biggest takeaway for Spring/Summer 2027 and for menswear we see nice wool blend peacoat makings, trench coats for weathered conditions, and beautifully made bomber and biker jackets. A nice touch to a few of these jackets is the transitional inner linings featuring the classic Gucci monogram pattern and materials like suede and crocodile skin. The mens footwear is an array of loafers and moccasins, all leather and some adorned with the Gucci horsebit staple. The most distinctive piece in the menswear collection is an all new triple stacked Horsebit belt. This triple stack accessory has most certainly become the talk of the fashion community and hands down a fan favorite piece.
41 looks into the show, we are shown what Demna’s creativity can do with womenswear. Demna takes the opportunity to capture two ends of time - the young and fierce to the elegance and grace that comes with age. On the edgier side, we get a selection of bomber jackets, long plaid skirts, and tops with big popped collars. One accent on these skirts are really big Horsebit pieces across the waist that define Gucci’s identity for this collection. We also have slim, tight dresses made for an evening going out. On the elegant side, we have beautifully tailored coats, some featuring wool and some featuring fur. Shoes for this womenswear collection see several heel options, sleek with black leather and bold Horsebits going across the top of the shoe. Accessories for women see many necklace options, leather and monogram bags, and robust sunglasses that exaggerate the eyes boldly. The triple Horsebit belt is also worn by the women not just around the waist but also across the midsection as well.
The star of the show, an absolutely stunning fur coat for look #78, defines the new era of Gucci Demna has brought in - not only does is this fur coat the biggest of the show, it boldly holds a large Gucci Horsebit on the back, marking the identifying piece for the highest level of luxury.
