Gucci’s Spring/Summer 2027 collection, The Store Show, marks the first full expression of Demna’s vision for the House. Presented in a space designed like a future Gucci store, the collection explores what the brand’s next era will look and feel like.
Built around three personalities, The Rebellious Aristocrat, The Snob, and The Eccentric, the show presents menswear and womenswear as two collections within one. The format reflects how Gucci’s future retail spaces will bring different identities together.
Menswear opens with cropped trousers, sockless loafers, and an unmistakably Italian approach to dressing. Traditional codes of wealth and refinement are pushed through sharp tailoring, pagoda shoulders, stonewashed textiles, and cropped puff outerwear paired with slouchy denim.
For womenswear, Demna moves through bourgeois and equestrian references into sharper metropolitan silhouettes. Tailored pantsuits, skirt suits, rugby tops, masculine shirting, Scottish tartans, leather, and checked wool create a wardrobe that feels both structured and rebellious.
The Horsebit remains central throughout, appearing in oversized and miniature forms across clothing and accessories. The 3X belt brings a New Romantic attitude to sharp blouses, drainpipe trousers, and layered jewellery, while bags like the Horsebit tote, bamboo-handled bags, and updated GG Marmont and Ophidia pieces reconnect the collection with Gucci’s heritage.
Footwear follows the same balance of past and future. Demna introduces a modernized Gucci loafer with an angular toe, a tasselled slipper designed for outdoor wear, a sharp metal-heeled stiletto, and an equestrian knee-high boot finished with monogrammed stirrups.
The collection closes by returning Gucci to its origins at The Savoy hotel, a historic meeting point for different worlds. Demna’s Gucci imagines the House as a place where unexpected people, ideas, and identities can come together, and where style becomes a way of becoming whoever you want to be.
