Demna pushes Gucci into something very precise with his 2027 GucciCore presentation. What really grabbed us was the character creation: hyper-stylised to the trope, a strangely familiar eeriness, and that delicious little something of superficiality.
In this storyline, every model becomes part of a larger cinematic universe — one where the crew couldn’t settle on a decision, and everyone headbutted their way to their choice. Yet, this uncanny assemblage works. Casting based on attitude, dignified postures, and a dash of irony in styling carry the heavyweights, garments coming second. Demna created a spectacle, and we’re all watching left, right, and center from one of the many billboards perched along the runway.
Following the heavy legacies of some of its past creative directors — Tom Ford’s sleeked-down sexiness, the bohemian sultriness of Frida Giannini, and Alessandro Michele’s eccentricity — Demna now brings to Gucci something that melts into the masses. And isn’t that what happened for Gucci Cruise 2027, taking over NYC’s chaotic hellscape of Times Square? Arguably the strip of 7th Avenue to avoid. Opening up, we’re presented with a black-suit-wearing character carrying a GMOed nuclear-red apple, male models heading to their finance job in the typical office uniform, followed by some ‘Sciura’ fur-heavy outfits, French roadman cross-bodied bag looks (complimentary), and exuberant night silhouettes you’d only catch a glimpse of in the most random Manhattan alleyway. And that’s just a fraction of the personalities you might encounter. The designs themselves may not scream for attention, but together they undeniably create a narrative that leaves you craving more.
Words by Lora Lorev
Images Courtesy of Gucci
