Sharp tailoring and 1980s–'90s glamour coexisted on the runway. The horsebit—an emblem rooted in Gucci's equestrian heritage—was reworked into exaggerated details across belts and garments. Asymmetrical gowns and sparkling evening looks closed the show. The undone styling of a younger generation of musicians also found its place.
Demna avoided the phrase "ladies and gentlemen," opting instead to repeat "everyone" as he described the space. Archives from the past and characters you might meet on the street today were displayed side by side in a single store. "Equestrian Heritage," "La Signora," and "Sharp Tailoring" formed the three pillars of the collection. Each look represented a character who has passed through Gucci across generations.
The stage was a boutique, but the real intent was to present the entire brand as if it were one unified shop. "I brought together characters from every generation into one collection," Demna said. Which era of Gucci would you pick from this giant boutique?
FAQ
Where was the Gucci Spring/Summer 2027 collection The Store Show held?
The Gucci Spring/Summer 2027 collection 'The Store Show' took place in a showspace transformed into a massive boutique set resembling an actual store. Demna opened the show with models entering like customers, with security guards holding doors open to unveil the world of Gucci.
What are the main themes of Demna's Gucci collection?
Demna's Gucci Spring/Summer 2027 collection was built on three pillars: 'Equestrian Heritage,' 'La Signora,' and 'Sharp Tailoring.' The runway featured 1980s–90s glamour, horsebit details, asymmetric gowns, and sparkling evening looks, displaying different eras from archival pieces to current street style in one space.
How was the horsebit detail used in Gucci's The Store Show?
The horsebit, symbolizing Gucci's equestrian heritage, was reinterpreted throughout The Store Show as exaggerated details on belts and across garments. Through this, Demna gave the house's iconic traditional element a contemporary twist.
