Gucci The Store Show: Demna Turns the Runway Into a Shop Floor
Prestige Digital | 26.09.2026 16:26
Gucci The Store Show, the first collection in which Demna sets out his full vision for the House after a year of studying it. The show was held in a space built to look like a retail space, previewing the aesthetic of the Gucci stores to come, and the collection was presented as two collections inside one show, menswear then womenswear, in the order the lines appear in store. For a House whose commercial future rests on what happens inside its shops, the choice of setting is the story.
