Gucci Goes Underground: Demna Taps Rap’s New Wave for Milan Show

Gucci Goes Underground: Demna Taps Rap’s New Wave for Milan Show

Source: Demna just kicked off his Gucci era with a loud cultural flex. Instead of leaning on the usual A-list playbook, he put underground rap energy front and center at Milan Fashion Week.

Demna's Gucci Is Making Fun Of The Internet

Last Thursday, Gucci debuted its 2026 Primavera show – the first under Demna. It was a sparse set. The models slinked down the runway inside the Palazzo delle Scintille, looked on by muscular statues and thousands of panning iPhones. It was a stark contrast from Sabato de Sarno’s last collection. To understand why Primavera looks the way it does, you have to start with the numbers. Gucci’s revenue fell 23% year-on-year in 2024, with recurring in…

Gucci Goes Underground: Dig Into Every Look As Demna Taps Rap’s New Wave for Milan Show

Source: Demna just kicked off his Gucci era with a loud cultural flex. Instead of leaning on the usual A-list playbook, he put underground rap energy front and center at Milan Fashion Week.