Gucci Primavera: Demna reinvents the Florentine house

Tomorrow, February 27 at 2pm (Paris time), Gucci unveils its Primavera collection. An open letter signed by Demna sums up what we can expect: a turning point.

There are moments in fashion when everything changes. When an artistic director speaks out even before showing a single piece, it’s because he has something important to say. Demna, the man who redefined Balenciaga, chose to do it his way: with words, before images.

In a letter published today on Gucci’s networks, he lays the foundations of his vision. And it’s a radical one.

“Gucci must become an adjective”.

That’s the phrase that will stick. Not a collection. Not a logo. A feeling. Demna wants to make Gucci something you feel before you see it-a culture, a way of being, an emotion.

To get there, he first had to immerse himself. He went to the Florence archives, visited the Gucci factories, walked through the Uffizi and came face to face with Botticelli’s Birth of Venus. A seminal aesthetic shock. ” Beauty was unconditional, absolute,” he writes. It was on leaving the museum and spotting Palazzo Gucci on the Piazza della Signoria that he understood his mission.

Beyond the product, Gucci is culture.

Neither “house” nor myth, a superbrand

Demna refuses comfortable labels. Gucci is not a French “maison”, without couture roots, without a romantic founding story. It’s something else, something bigger, more contradictory, more human.

“Gucci is drama, passion, excess, contradiction, love and hate, triumph and collapse, pride and vulnerability, chaos, genius.” Anything you can say about a human being, you can say about Gucci. And that’s precisely its strength.

A lighter, more emotional collection

Without going into a technical manifesto, Demna announces the color: he wants a lighter, softer, more refined, more elaborate Gucci. Sometimes even insane. Not intellectual. Sentimental.

The Primavera collection will introduce archetypes, dress codes and a world of characters that will form the language of his future vision. “It’s a beginning, but it’s intentional and fully formed. It’s a foundation.”

The appointment

The show starts tomorrow, February 27 at 2 pm CET. Follow live on Gucci accounts with the hashtag #GucciPrimavera.

A new era begins.