DEMNA GOES ALL OUT IN HIS BIG DEBUT FOR GUCCI

With Kate Moss closing the star-studded show and names like Alessandro Michele and Donatella Versace sitting in the front row.

After teasing us all with teaser campaigns and collection films, Demna finally officially marked his Gucci debut. He presented the house’s Fall/Winter 2026 collection during Milan Fashion Week , the moment we’ve all been waiting for. Ahead of the show, Demna shared a heartfelt statement about his vision and intentions for the brand as a preview of what was to come, but still, nothing could have truly prepared us for what happened next.

First, we entered a museum-like space, adorned with giant marble statues that, according to Demna, represent how he views “this incredible house.” Next, we saw front-row guests like Alessandro Michele , Donatella Versace , and Paris Hilton , along with other equally impressive names like Romeo Beckham, Demi Moore , and Shawn Mendes .

Then, the show began. In about a hundred looks, Demna teamed up with names like Alex Consani , Amelia Gray , Sydney Carlson , Gabbriette , and Emily Ratajkowski , plus new faces like Fakemink (who pulled out his phone to text during his runway debut) and Nettspend, an 18-year-old rapper the designer discovered online.

Speaking of the collection itself, FW26 showcased everything Demna excels at. Slinky silhouettes, leggings, and sequined dresses—which some felt were more Demna than Gucci, were the main characters of the collection, enhanced by subtle GG monograms and logo details. Leveraging the designer’s penchant for streetwear and quirky silhouettes, the glitzy Gucci pieces were paired with white tank tops, half-worn T-shirts, and track pants, blending streetwear with high fashion.

This season, the models reportedly represented a variety of Gucci archetypes, from monogram-crazed fanny-wearing f-ckboys to wealthy socialites in mini-dresses and everything in between. The collection also featured Demna’s first Gucci sneaker, dubbed the Manhattan, paired with classic loafers, sleek heels, and the new Gucci Bamboo 1947. Echoing the brand’s inimitable Tom Ford era , the show closed with Kate Moss appearing in a backless gown that revealed a white gold GG thong.

Explaining his choices, Demna stated, “This collection, and my overall vision for Gucci, is built on a sense of pragmatism: products that can be enjoyed by a wide range of people, that enrich their lives and make them feel great, that stand on their own without the need for pseudo, intellectual justification.”

Comments, questions, feedback or collaboration? Email us at collab@digitalfashionweek.com