Demna brings sexy back in effort to reinvigorate Gucci

Demna's first Gucci catwalk show in Milan aimed to inject "energy, passion, fun and sex" into the brand, contrasting with expectations of streetwear. The collection featured revealing designs, including short dresses and a diamante G-string worn by Kate Moss, drawing inspiration from underground culture to restore Gucci's cultural relevance. Demna referenced Botticelli as an influence, aiming to make Gucci "fearless" like its most successful eras under Tom Ford and Alessandro Michele. The show also included more accessible pieces like high-waisted jeans and leather tailoring. Invitations emphasized Demna's role, signaling a power move and a departure from traditional luxury house etiquette.

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