{"id":212202,"date":"2026-02-26T16:51:01","date_gmt":"2026-02-26T15:51:01","guid":{"rendered":"https:\/\/www.parisselectbook.com\/2026\/02\/26\/gucci-primavera-demna-reinvents-the-florentine-house\/"},"modified":"2026-02-26T16:52:16","modified_gmt":"2026-02-26T15:52:16","slug":"gucci-primavera-demna-reinvents-the-florentine-house","status":"publish","type":"post","link":"https:\/\/www.parisselectbook.com\/en\/2026\/02\/26\/gucci-primavera-demna-reinvents-the-florentine-house\/","title":{"rendered":"Gucci Primavera: Demna reinvents the Florentine house"},"content":{"rendered":"\n<p><strong>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. <\/strong><\/p>\n\n<p>There are moments in fashion when everything changes. When an artistic director speaks out even before showing a single piece, it&#8217;s because he has something important to say. Demna, the man who redefined Balenciaga, chose to do it his way: with words, before images.  <\/p>\n\n<p>In a letter published today on Gucci&#8217;s networks, he lays the foundations of his vision. And it&#8217;s a radical one. <\/p>\n\n<h2 class=\"wp-block-heading\">&#8220;Gucci must become an adjective&#8221;.<\/h2>\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<blockquote class=\"twitter-tweet\" data-media-max-width=\"560\"><p lang=\"und\" dir=\"ltr\">PRIMAVERA <br\/>February 27 <br\/>2 p.m. CET <a href=\"https:\/\/twitter.com\/hashtag\/GucciPrimavera?src=hash&#038;ref_src=twsrc%5Etfw\">#GucciPrimavera<\/a> <a href=\"https:\/\/t.co\/79gpWmrkyh\">pic.twitter.com\/79gpWmrkyh<\/a> <\/p>&#8211; gucci (@gucci) <a href=\"https:\/\/twitter.com\/gucci\/status\/2027013261057814898?ref_src=twsrc%5Etfw\">February 26, 2026<\/a><\/blockquote> <script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\"><\/div>\n<\/div>\n\n<p>That&#8217;s the phrase that will stick. Not a collection. Not a logo. A <em>feeling<\/em>. Demna wants to make Gucci something you feel before you see it-a culture, a way of being, an emotion.    <\/p>\n\n<p>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&#8217;s <em>Birth of Venus<\/em>. A seminal aesthetic shock. &#8221; <em>Beauty was unconditional, absolute,&#8221;<\/em> he writes. It was on leaving the museum and spotting Palazzo Gucci on the Piazza della Signoria that he understood his mission.   <\/p>\n\n<p>Beyond the product, Gucci is culture.<\/p>\n\n<h2 class=\"wp-block-heading\">Neither &#8220;house&#8221; nor myth, a superbrand<\/h2>\n\n<p>Demna refuses comfortable labels. Gucci is not a French &#8220;maison&#8221;, without couture roots, without a romantic founding story. It&#8217;s something else, something bigger, more contradictory, more human.  <\/p>\n\n<p><em>&#8220;Gucci is drama, passion, excess, contradiction, love and hate, triumph and collapse, pride and vulnerability, chaos, genius.&#8221;<\/em>  Anything you can say about a human being, you can say about Gucci. And that&#8217;s precisely its strength. <\/p>\n\n<h2 class=\"wp-block-heading\">A lighter, more emotional collection<\/h2>\n\n<p>Without going into a technical manifesto, Demna announces the color: he wants a lighter, softer, more refined, more elaborate Gucci. Sometimes even <em>insane<\/em>. Not intellectual. Sentimental.   <\/p>\n\n<p>The Primavera collection will introduce archetypes, dress codes and a world of characters that will form the language of his future vision.  <em>&#8220;It&#8217;s a beginning, but it&#8217;s intentional and fully formed. It&#8217;s a foundation.&#8221;<\/em><\/p>\n\n<h2 class=\"wp-block-heading\">The appointment<\/h2>\n\n<p>The show starts tomorrow, <strong>February 27 at 2 pm CET<\/strong>. Follow live on Gucci accounts with the hashtag <strong>#GucciPrimavera<\/strong>. <\/p>\n\n<p>A new era begins.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8230;<\/p>\n","protected":false},"author":5,"featured_media":212189,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2685],"tags":[],"quartier":[],"class_list":["post-212202","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-du-luxe-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gucci Primavera: Demna reinvents the Florentine house<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.parisselectbook.com\/en\/2026\/02\/26\/gucci-primavera-demna-reinvents-the-florentine-house\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Gucci Primavera: Demna reinvents the Florentine house\" \/>\n<meta property=\"og:description\" content=\"Tomorrow, February 27 at 2pm (Paris time), Gucci unveils its Primavera collection. 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