For all the mythology fashion builds around itself, clothes eventually have to make their way into a store—a less romantic side of the industry that Gucci is perfectly willing to acknowledge this season. For S/S27, Demna is calling his latest presentation “The Store Show,” set to debut today at Gate 11 of Via Bartolomeo Colleoni in Milan. Details remain scarce, with teasers focused instead on the flurry of preparation before opening time. Staff hurry from task to task and get everything in order behind the scenes, putting fashion’s usual backstage machinery front and center.
It’s an intriguing premise for Demna, but a fitting one. Desire has been central to his thinking at Gucci, with the designer describing fashion as irrational by nature and fueled by the sudden urge to own what nobody actually needs. His collections have played with that appetite from different angles, first through the characters of La Famiglia and later through his runway debut in February. By Cruise 2027, he had moved to Times Square, where enormous screens flashed real and imaginary Gucci advertisements for everything from wellness to pet-centered products, essentially creating his own Gucci universe.
RELATED: Gucci Cruise 2027 Might Be Demna’s Most Convincing Collection Yet
Now, he’s bringing us to the store, which comes across as a pull-back-the-curtain move for the designer. Whether he intends to explore retail this literally is another question entirely, but he does enjoy keeping everyone guessing. More is at stake this season, too, as S/S27 marks his sophomore ready-to-wear runway outing for Gucci. As for what happens when Demna takes us shopping, consider our curiosity piqued.
Catch Gucci’s “The Store Show” for S/S27 tonight at 8 PM PHT.
Featured image from GUCCI
Frequently Asked Questions
Gucci’s “The Store Show” for S/S27 streams live from Gate 11 of Via Bartolomeo Colleoni in Milan on September 25 at 8 PM PHT.
Demna is the creative director behind “The Store Show,” marking his sophomore ready-to-wear runway outing for Gucci after his runway debut in February.
“The Store Show” centers on the retail side of fashion, with teasers showing staff preparing a store before opening time, putting fashion’s usual behind-the-scenes machinery front and center.
Before “The Store Show,” Demna explored desire and consumer culture through the La Famiglia characters, his February runway debut, and Gucci Cruise 2027, staged in Times Square with real and imaginary Gucci advertisements.
S/S27 marks Demna’s second ready-to-wear runway collection for Gucci, raising the stakes as he continues to define his creative direction at the house following his debut season.
