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How Demna Crystallized His Vision for Gucci

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How Demna Crystallized His Vision for Gucci

One year after his first collection as artistic director of Gucci, the designer in a preview interview discussed his trajectory at the brand so far.

MILAN — A year after his first collection as artistic director of Gucci, Demna feels the lineup he presented Friday marked the first time his vision of Gucci was fully crystallized.

In a preview interview, Demna recalled how the first collection, “La Famiglia,” was a research into Gucci, discovering the brand.

“A year ago, I really kind of had to do it. I could never do a show [like Friday’s] back then or six months ago. I needed to take steps to kind of take apart the brand. I call it with my teams the mille-feuille of Gucci identities, layered on and on from generation to generation. And what Gucci means, let’s say, to a 60-year-old Italian man is completely different than what it means to a 25-year-old French girl. I had to undo the layers of Gucci identities to understand the essence, the ingredients of what Gucci is, because it’s an accumulated identity, and then to put these ingredients into my recipe of what Gucci can be today.”

“La Famiglia” was followed by “Generation Gucci,” an ode to the house “and what I saw in it that I liked, so I kind of tried to identify the things that spoke to me,” Demna continued.



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