DEMNA UNVEILS FIRST GUCCI RUNWAY SHOW — Quick Facts
Demna Gvasalia debuted his first Gucci collection on February 27, 2026, reviving Tom Ford's 1994-2004 archival codes as the brand attempts to reverse a 25% revenue collapse. The show cast underground rappers like Fakemink alongside legacy models, signaling a strategic pivot toward nostalgia and cultural relevance after Gucci's operating income dropped 51% in 2024.
Key Data Points
- Gucci's 2024 operating income dropped 51% to €1.61 billion, marking its weakest performance since the pandemic
- Demna's debut Gucci show on February 27, 2026 cast underground rapper Fakemink, whose debut album 'London's Saviour' has received co-signs from Frank Ocean and Drake
- First-quarter 2025 Gucci sales fell 25% on a comparable basis while group sales fell 14% across all luxury divisions
- Alex Consani opened the Pre-Fall 2026 lookbook in a baby pink shirtless pant suit, reviving the slim silhouettes and stark aesthetics of Tom Ford's 1994-2004 Gucci era
- Demna joined Gucci in July 2025 after five years at Balenciaga, bringing archival research strategy to a brand with five times Balenciaga's annual revenue
Frequently Asked
- When did Demna Gvasalia become Gucci's creative director?
- Demna started as Gucci's creative director in July 2025, after presenting his final Balenciaga Haute Couture collection on July 6, 2025.
- How much has Gucci's revenue declined?
- Gucci's 2024 revenue fell 23% to €7.65 billion, with operating income dropping 51% to €1.61 billion. First-quarter 2025 sales fell 25% on a comparable basis.
- What was the creative direction of Demna's first Gucci show?
- The Pre-Fall 2026 collection revived Tom Ford's 90s-era Gucci aesthetic, featuring slim-fit tailoring, elevated basics, and stark runway lighting with shirtless models in baby pink pantsuits and tapered trousers.
- Who walked in Demna's first Gucci runway show?
- The cast included 20-year-old British rapper Fakemink, model Alex Consani, Kate Moss, Emily Ratajkowski, and Gabbriette, mixing underground music talent with legacy fashion figures.
- Why is Gucci turning to Tom Ford's archives?
- Demna is betting that revisiting Tom Ford's proven design codes from his 1994-2004 tenure can stabilize Gucci's brand identity and reverse its financial decline under previous minimalist creative direction.