Demna Sparks Gucci Comeback With Sexier, Bolder Rebrand

Demna Gvasalia delivered a provocative Gucci show in Milan, leaning into energy, sex appeal and underground culture to reboot the brand after a safer era; the collection mixed skimpy silhouettes with disco-ball sequins and sharp tailoring in a bid to reassert Gucci’s cultural relevance and drive sales, a move that helped lift Kering’s stock despite ongoing questions about Demna’s long-term impact and past controversy at Balenciaga.