Gucci

Gucci and Moschino have put 'real people' rather than professional models at the centre of their Milan Fashion Week shows, with Vanity Fair describing it as the two faces of Milan. The move signals the houses' continuing turn toward authenticity and everyday identities in luxury fashion, and is drawing attention as one of the season's most talked-about casting choices.

Demna, the Georgian designer known for his work at Balenciaga and Vetements, is broadening his creative footprint at Gucci following his appointment as the Italian house's creative director. The news reports on the growing scope of his vision for the brand, and fashion watchers are weighing in on what his uncompromising, subversive aesthetic will mean for Gucci's direction.

Demna has shown a new collection at Gucci that The New York Times characterizes as offering 'retail therapy.' The show marks a notable moment for the Italian fashion house as the designer, previously known for Balenciaga, shapes Gucci's direction. Fashion observers are weighing how his pared-back, consumer-focused approach will sit with the brand's heritage and its customer base.

Gucci and Moschino cast so-called real people, meaning non-professional models, in their runway shows at Milan Fashion Week. The move reflects a broader push among luxury fashion houses to make their catwalks look more diverse and relatable to everyday customers. The choice is drawing attention as a notable trend in how major Italian brands present their collections this season.

Demna, creative director of Gucci, is being discussed for a new retail concept described as a parallel Gucci universe, with industry commentary questioning whether this immersive store approach could represent the future of luxury retail. The idea has drawn attention from fashion and design media, including ELLE Decor, as observers weigh its potential to reshape how luxury brands present themselves in physical spaces.