The immediate availability of Demna’s first Gucci capsule collection in a handful of stores, presented via his short film “The Tiger” during Milan Fashion Week, has already sparked interest in the Florentine fashion house among customers, particularly in the US. It remains to be seen whether this will be a flash in the pan or a true renaissance for Kering’s flagship brand.
Kering has reason to be eager to see if Demna is finally the right creative director to revitalize Gucci, its flagship brand, which has been in hibernation for about two years.
And the decision to revive the “see now, buy now” approach should allow the luxury group to find out more quickly.
Well-thought-out teasing
The disruptive Georgian former designer of Balenciaga, who joined Gucci this summer, presented his very first capsule collection for the Florentine fashion house at the end of September, with a well-thought-out teaser, during Milan Fashion Week.
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Featured photo: © Gucci
