Demna Just Made His Runway Debut for Gucci—and You Can Shop It Now

When Demna not-so-quietly debuted his first collection for Gucci ahead of Milan Fashion Week Spring 2026, it was clear that the new Gucci was only just beginning. La Famiglia was a study of Gucciness—what defines the Gucci DNA and who is at the core of the Gucci persona?

Demna’s Gucci, which spans decades and is, in many ways, a retrospective, is undeniably sexy and cool yet still refined, elegant, and distinctly Gucci. Today, we’re given a closer look into who the Gucci woman (or man) is with Demna’s first runway show for the House of Gucci, which was presented earlier today in Milan (and yes, some pieces are already available to shop now).

Now Playing: Gucci Primavera

The collection, dubbed Primavera, which translates literally as “spring” in Italian, further defines Demna’s vision for Gucci, establishing a new language for the House without losing sight of what still feels quintessential to it.

Garments are cut close to the body, focusing on form and emphasizing multiple ways of wear. Slim-cut jackets are paired with skirts or trousers, but also shown with leggings and heels. Tiny tops give way to effortlessly oversized tailoring, while slinky eveningwear puts a focus back on details and artisanal craftsmanship.

In true Demna fashion, subtle elements of streetwear are present throughout, in a way that feels very Gucci. And if you ever questioned it, low-rise is, yes, very much back.

The Bags of Gucci Primavera

When it came to the bags, Demna looked to archives once again, giving the Gucci Bamboo 1947 a sleeker look and a bamboo handle that is flexible and not actually bamboo—crafted from flexible, pieced leather sections.

Elsewhere, minaudières inspired by the archives are given modern updates to hold a phone and other essentials, while a sleek new Horsebit shoulder bag, already available to shop now, perfectly encapsulates this new era of Gucci.

Select pieces from Primavera are available via Gucci’s see-now, buy-now capsule collection. Discover our favorite bags below and shop the range now via Gucci.