GUCCI OR DEMNA? Demna’s debut at Gucci for SS27 raises one question: did we come to see Gucci, or Demna? The collection feels unmistakably familiar. Much of its attitude, styling and celebrity-driven spectacle recalls his Balenciaga era. The formula is proven, and the audience clearly remains fascinated by it. But a creative director’s role is not only to repeat a recognisable signature. Gucci has its own history, codes and identity. The real challenge is to make Demna’s vision serve the house rather than replace it. Perhaps fashion should ask itself what deserves more loyalty: the legacy of the label, or the name of the person currently leading it. Brand: Gucci gucci Creative Director: Demna Gvasalia demna About: Milan Fashion Week S/S’27 milanfashionweek Editor of article: Sure Korea surekorea ISSUE: September 2026 Sure Magazine suremagazine #Gucci #DemnaGvasalia #SureMagazine #MFW #SureKorea