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Agenda-setting intelligence, analysis and advice for the global fashion community.

Demna and Gucci: Written in the Stars

A look book and a movie were all it took to propel Gucci back into the fashion conversation. But Demna already has his sights set on a February show inflected with ‘a new minimalism,’ the designer told Tim Blanks in an in-depth interview.
Demna at the Gucci Spring/Summer 2026 show.
Demna at the Gucci Spring/Summer 2026 premiere. (Getty Images)

MILAN —

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Further Reading

Why Gucci Picked Demna

The era-defining Balenciaga designer will take the reins of Italy’s biggest luxury brand in a surprise shakeup of parent company Kering’s creative ranks. The French group is under pressure to turn around performance after profits tumbled 46 percent last year.

About the author
Tim Blanks
Tim Blanks

Tim Blanks is Editor-at-Large at The Business of Fashion. He is based in London and covers designers, fashion weeks and fashion’s creative class.

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