After creative director Demna made his debut via a short film and star-studded red carpet premiere in September, Gucci is back on the runway for Fall 2026. But we’re not supposed to call it a fashion show—in a pre-show letter, the designer wrote that he preferred a different classification: a “birthday.”
That’s just the first of several shake-ups anticipated at today’s Milan Fashion Week show. Though his first collection was revealed last fall—and his product begins to arrive in stores—Demna considers today’s runway the real start of his vision. His open letter teeing up the “Primavera” Fall 2026 line (named for the Botticelli painting that inspired the Gucci Flora fragrance) dropped a few more left-turn hints. This Gucci, he teased, is going to get “lighter, softer, more refined.” It’s going to honor Gucci’s history not as a maison, but as a “superbrand” churning out “pragmatic products.” (Reading between the lines, that’s a reference to key items like the Jackie bag and Jordaan loafer.) Most of all, it’s going to treat “Gucci as culture”—whatever that means.
