Gucci introduced its first collection by new designer Demna on Instagram, a day before Milan Fashion Week. This debut comes as the luxury fashion industry seeks to revive declining sales. The “La Famiglia” collection features a mix of women’s and men’s styles, including gowns and sharp suits, showcasing bold designs like bulky shoulders and low-waist trousers. Gucci described the collection as a start to a new era that is “unapologetically sexy, extravagant and daring. “
The early Instagram reveal received positive feedback from luxury marketing expert Anne-Laure Chansel, who noted that the drama of the collection is very much in line with Gucci’s identity. The collection will be available in ten global stores for two weeks after a film premiere on Tuesday. In a recent interview, Demna mentioned that this reveal was just the beginning of redefining his vision for Gucci, drawing inspiration from Tom Ford’s era at the brand.
Demna’s first official fashion show is scheduled for February. The industry’s traditional approach to showcasing new styles is changing, with brands like Gucci looking to better connect with younger, cost-conscious consumers. The brand has faced challenges, including a 25% sales decline last quarter, leading to leadership changes, including a new CEO.
With information from Reuters