For Gucci Spring/Summer 2027, Demna did not build the show around one silhouette or one decade. He built it around people.
Presented on September 25 inside a purpose-built Gucci boutique, the collection was conceived as a portrait of the characters who might move through the house’s world, from polished Milanese women and old-money equestrians to prepsters, streetwear boys and after-dark glamour seekers. Demna described the season as his “complete personal vision” for Gucci, shaped by everything he had learned since joining the house.
Womenswear Moved From Proper to Provocative
The strongest womenswear looks played with the tension between refinement and sensuality.
There were cropped leather jackets, narrow pencil skirts, hip-height capri pants, slick trench coats and sharply tailored separates, often styled with oversized sunglasses and structured handbags.
Other looks leaned harder into glamour, with shaggy coats, lace bustiers, slinky dresses and high-impact evening pieces.
One standout came on Alex Consani, who wore a long black jersey dress with an extreme side cutout held at the hip by a crystal G detail. Rosie Huntington-Whiteley, Candice Swanepoel and Anok Yai also appeared in body-conscious evening looks as the show shifted into a more nocturnal mood.
Equestrian references surfaced through white jodhpurs, tall riding boots and horsebit detailing, connecting the collection back to one of Gucci’s most established house codes.
Menswear Was Looser and More Layered
Menswear opened with a more relaxed rhythm.
Demna combined rugby polos, funnel-neck sweaters, button-down shirts, hoodies and lightweight jackets, often layered in deliberately awkward combinations. Oversized tailoring sat next to narrower Tom Ford-era suiting, while slouchy trousers and low-slung denim softened the formality.
The recurring styling trick was the half-worn jacket, thrown over shoulders or layered loosely enough to make polished clothes feel less finished.
Accessories Made the Characters Legible
Accessories did much of the storytelling.
There were croc-embossed handbags, Horsebit details, Marmont belts, oversized eyewear, multi-chain jewellery and tall black boots. The pieces were familiar Gucci signatures, but they were used almost like character props, helping define whether a look felt bourgeois, equestrian, grunge or after-hours.
Beauty Added the Final Layer
The beauty direction pushed the personalities even further.
Models wore smoky black eyes, neon graphic colour, sculpted skin and glossy lips, while wet-look centre-parted hair brought an intentionally undone finish. The contrast worked well against the polished tailoring and jewellery, keeping the glamour from becoming too pristine.
A Collection Built Around Attitude
What made Gucci SS27 interesting was not simply the return of house codes.
It was how Demna repositioned them.
The Horsebit became sharper. The tailoring became looser. The eveningwear became more exposed. The boutique became a stage for different versions of Gucci identity.
Rather than asking what a single Gucci woman or man should look like, the collection suggested something more useful: Gucci can belong to several characters at once.
