Gucci Spring/Summer 2027 / SS27 at Milan Fashion Week

Gucci SS27 / Spring/Summer 2027 marks Demna’s second collection on runway for the fashion house, titled “The Store Show.” Eschewing the traditional runway, the show took place in a space designed to resemble a Gucci boutique, as if the collection were a vision of how Gucci wishes to be perceived and worn. Demna brought together various facets of the Gucci woman—ranging from the aristocrat defined by sharp tailoring and equestrian or Milanese elegance to the more sensual, street-style figure. The collection demonstrates how elements of Gucci’s heritage can coexist with a more personal, liberated style.

For womenswear, Demna played with preppy aesthetics, sensuality, glamour, and late-80s to 90s nostalgia. Bomber jackets, rugby shirts, tartan kilts, trench coats, jeans, sharp-shouldered tailoring, chunky jewelry, and body-con dresses appeared in stylings that deliberately juxtaposed these contrasting personas. There were also echoes of the Tom Ford era, evident in sexier evening gowns. The result is not a single archetype of the Gucci woman, but rather a wardrobe that allows diverse identities and lifestyles to inhabit the same world—offering a form of luxury meant to be seen and worn with personal expression.

All images Gucci SS27 / Spring/Summer 2027 by the brand.