A little gothic, a lot Gucci

Demna Gvasalia brings his signature to the house, twisting classic Gucci codes into something playful and hard to look away from

As creative director, Demna Gvasalia showcased a parade of eccentricities while maintaining that unmistakable Gucci flavor at “The Store Show.” From alternative glamour and outerwear with peaked silhouettes to wide belts and gothic tailoring, the collection traced the darker edge of the designer’s style.

During the menswear portion of the spring-summer 2027 show, square-toe shoes, angular silhouettes, and that eccentric eye look took center stage, and honestly, we couldn’t get enough. Every piece felt deliberately twisted yet unmistakably Gucci.

The persuasive pull of these skewed looks reveals the allure of Demna’s taste and creative direction. While the latter part of the collection tells a different story, the menswear stood out as one of its strongest moments. Demna takes familiar silhouettes, gives them his identity, and seasons them with his signature touches, creating pieces that demand attention both in the room and on-screen.

Even the setting played into the vision. Staging the show inside a Gucci store blurred the line between runway and retail, offering a glimpse of what Gucci might look like under Demna’s direction: eccentric, polished, and just the right amount of unhinged.