Demna has entered the house of Gucci. Marking his runway debut for the Italian fashion house, the Gucci Primavera collection began to generate public attention on social media, alongside a slew of AI-generated and archival images. The show, which took place in the grand Palazzo Delle Scintille and featured a prominent guest list including Donatella Versace, Alessandro Michele, Paris and Nicky Hilton, along with EsDeeKid, Alton Mason, and Demi Moore, who were seated among opulent, quintessential Italian marble statuary.

As the show started, models strutted out in skin-tight clothes that accentuated the body. Pure femme fatale, models including Amelia Gray, Emily Ratajkowski, Vittoria Ceretti, and Mariacarla Boscono who stomped down the runway, adorned with Gucci bags held in the crook of the arm. Guys, donned body-conscious clothing that served as another layer of skin: ultra-fitted tops and jackets, slinky trousers, and matching two-piece sets. Rappers Nettspend and Fakemink added to the party-goer theme, which was furthered by models accessorized with a Gucci mohawk, bare feet, vampy red lips, dark sunglasses, and smoky eyes.  

A nod to the glamorous sciure of Italy, fur accessories and printed knee-length dresses were contrasted by risqué gowns and minidresses with waist-high slits paired with stilettos. The show reached its apex when Kate Moss sensually sashayed down the runway in a backless, glittering maxidress, exposing a bejeweled white-gold and diamond GG thong, reminiscent of Tom Ford’s era at the brand.

Demna's Gucci Primavera collection is designed to sensually reveal the body rather than conceal it, offering an alluring appeal to the wearer. The show highlights the diverse audience attracted to the fashion house, emphasizing that Gucci is more than just a brand; it embodies a feeling.