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Gucci · SS27 · Milan25 September 2026

Gucci SS27 in Milan, The Store Show: Demna's letter claims it as the first collection carrying his complete vision

Gucci showed spring 2027 in Milan on 25 September, and Demna published a letter to go with it. This is not his first outing. His first Gucci collection, La Famiglia, arrived in September 2025, his first runway for the house was autumn winter 2026 in February at Palazzo delle Scintille, and he showed cruise in Times Square in May. What he claims for this one is different: the first collection carrying his complete personal vision, after a year spent working out what the house stands for. The Savoy line in his letter has a record behind it. Guccio Gucci portered there before the First World War, went home to Florence and opened a shop selling leather luggage in 1921. Gucci still sells a luggage line named after the hotel.

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The post, as it ran

01GUCCI'S SPRING 2027 SHOW IN MILAN IS CALLED THE STORE SHOW. IT RAN AT GATE 11 ON VIA BARTOLOMEO COLLEONI.

02DEMNA CALLS IT THE FIRST COLLECTION IN WHICH HE PRESENTS HIS COMPLETE PERSONAL VISION FOR GUCCI.

03HIS FIRST YEAR AT THE HOUSE, HE SAYS, WENT ON WORKING OUT WHAT GUCCI STANDS FOR.

04HIS CONCLUSION, IN HIS WORDS: GUCCI IS "LUXURY THAT WANTS TO BE SEEN".

05HE NAMES THE TENSION HE IS WORKING WITH AS ONE BETWEEN PROPRIETY AND SENSUALITY.

06HE ALSO SAYS THE IDEA OF GUCCI BEGAN AT THE SAVOY HOTEL IN LONDON.

07GUCCIO GUCCI WORKED THERE AS A PORTER AT THE END OF THE 1800S, CARRYING WEALTHY GUESTS' LUGGAGE.

08HE WENT HOME TO ITALY AND OPENED A LEATHER LUGGAGE SHOP IN FLORENCE IN 1921.

09ON THE RUNWAY: OVERSIZED TAILORING, OVERCOATS, AND BELTS IN THREE DIFFERENT WIDTHS.

10THE SHOW WAS BUILT AROUND HOW CLOTHES REACH A SHOP FLOOR, WITH THE BACKSTAGE WORK PUT IN FRONT.

From the archive

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