You Can Already Shop Demna's First Collection for Gucci

"This new collection "establishes a new vocabulary of silhouettes, textures, and materials, expressing the product design ethos at the core of Gucci. It informs ideas of lightness, ease, comfort, and body-aware silhouettes, driven by rigorous product development that has allowed the House to create the ultimate seamless garments and pieces cut as close as possible to the body, a quintessentially Gucci sensibility.""

"The pieces that are currently for sale-a "curated selection," of "See Now, Buy Now" items, as Gucci puts it-are a mix of old classics and new silhouettes. Some are poised to become instant wishlist items, like the biker jacket with red racing stripes, or the Cupertino Loafer that make us reconsider the iconic Horsebit loafer."

"Demna, who was previously the creative director of Balenciaga, is doing more than just trying to evolve Gucci's DNA. While creating a moodier version of the brand we've come to rely on for bold hues and offbeat styling everything, he's also switching up how consumers shop high fashion to begin with."

Demna debuted his first collection as Gucci's creative director in Milan, showcasing updated versions of classic pieces including loafers, T-shirts, belts, and bags across women's and men's lines. The collection, named Gucci Primavera, emphasizes a new vocabulary of silhouettes, textures, and materials focused on lightness, comfort, and body-aware designs. Notably, a curated selection of pieces became available for purchase online just one week after the runway show, bypassing the industry standard six-month waiting period. The collection blends iconic Gucci classics with new silhouettes, including standout pieces like a biker jacket with red racing stripes and the Cupertino Loafer. This accelerated retail approach represents a significant shift in how luxury fashion reaches consumers.

Read at Esquire