September is a month full of fashion plot twists—Naomi Campbell striding down the Richard Quinn catwalk, Cher making an appearance at Valentino’s Studio 54 revival, and the quiet revelation that Rachel Scott joined Proenza Schouler months ago. It is, after all, the season when brands stake their claim in the spotlight. And yet, in perhaps the most unexpected move of all, Gucci has just unveiled its first look book under Demna Gvasalia—his debut since taking the reins as Creative Director earlier this year.
Now, it goes without saying that this is rather unusual. Demna’s first Gucci collection wasn’t anticipated until much later in the fashion calendar, and the heritage Italian house isn’t exactly known for sudden surprises. So, why now? According to the brand, the release is a prelude—“defining the aesthetic base upon which Demna’s Gucci vision will be built leading up to his first show in February,” the press release explains.
