Gucci has confirmed its inaugural fashion show under new creative director Demna, titled “Gucci Primavera,” set to open in Milan on February 27, 2026. Since taking the helm, Demna has built anticipation through two pre-collections: “La Famiglia,” which explored archival history and paid homage to former creative directors Tom Ford and Alessandro Michele, and “Generation Gucci,” which continued exploring the brand’s archival visual codes. “Gucci Primavera” is expected to mark the complete presentation of Demna's personal vision for the Italian luxury house.

Related reading: Demna’s Gucci debut: Cinema, family, and the return of drama