Let’s Get Physical: Getting to Grips with Demna’s New Gucci
The Business of Fashion
February 28, 2026
The hottest show in Milan confounded, even inflamed, those seeking a clear answer to the question: Can Demna save Gucci? What we got was an urgent meditation on beauty and sex. ‘Clear and attractive and hot. More than ever, I need fashion to be like that for me,’ the designer told Tim Blanks, ‘and Gucci is a perfect place for it.’
Discussion in the ATmosphere