Gucci returned to its roots in Florence this week, staging a bold alfresco fashion show that celebrated its iconic heritage while signaling a transformative new era under incoming creative director Demna. The show, unfolding through the historic Palazzo Settimanni and onto the cobbled streets of its founding city, marked a symbolic reset for the Italian luxury house after a turbulent period of declining sales and creative uncertainty.
With global stars like Paul Mescal, Viola Davis, and Florence resident Jeff Goldblum in attendance, Gucci presented a confident greatest-hits collection. Jewel-toned brocades, slashed kaftans, and lush faux-furs evoked the glamour of 1960s icons like Jackie Onassis and Elizabeth Taylor. Equestrian-inspired jodhpur silhouettes paid tribute to the house’s horsebit heritage, while exaggerated shoulders and oversized outerwear hinted at the aesthetic of Demna, who will debut his first Gucci collection later this year after leaving Balenciaga.
The brand, which recently dropped to 17th in the Lyst index of fashion influence, is betting on Demna’s provocative style and cultural relevance to restore its standing. Known for pushing boundaries—turning runway shows into Simpsons episodes and transforming everyday items into luxury statements—Demna’s appointment is a bold pivot meant to reignite Gucci’s creative flame.
Despite past controversies, Demna is viewed as a visionary capable of delivering relevance and risk in equal measure. Kering’s deputy CEO Francesca Bellettini emphasized continuity, noting that Demna’s work will evolve, not erase, Gucci’s legacy. She also shared that his appointment has triggered a wave of interest from top-tier creatives eager to join the revival.
As Gucci turns the page in the city of its birth, it’s not just hoping for better weather—it’s forecasting a renaissance in fashion itself.