Demna’s Second Gucci Collection: ‘Broken Bourgeoisie’

On September 25, Gucci creative director Demna presented his Spring/Summer 2027 collection at Milan Fashion Week inside a giant “Gucci store” simulation — a rehearsal, of sorts, for the brand’s new retail concept set to open on Paris’s Avenue Montaigne.

Demna described the collection as “broken bourgeoisie”; designs drawing on archetypes such as “The Rebellious Aristocrat” and “The Snob” stood out with equestrian-inflected silhouettes, double-breasted tailoring details, preppy elements and recurring bit motifs. Models including Rosie Huntington-Whiteley and Poppy Delevingne walked through the space as if shopping.

Demna framed the show as a return to the brand’s pre-Tom Ford bourgeois heritage and called this collection a “quintessentially Gucci” moment; the show took place in a space outfitted with classical statuary, marble and velvet banquettes.