In Milan, Demna sets his collection in a store décor. The Store Show poses a concrete question: how can the same language hold in the garment and in the place that sells it?
A show can also serve to test an address that is still imaginary. On 25 September 2026, Gucci presented The Store Show in Milan in a succession of neutral-toned rooms inspired by retail. According to Reuters, the House describes this arrangement as an indication of what its boutiques could become under Demna’s direction. The conditional matters: a scenography is not a programme for renovating the network.
Giving the garment a scale
Reuters notes pagoda shoulders, shortened and puffed outerwear, and a successive presentation of the women’s and men’s collections. Demna presents this third show as the expression of his first complete personal vision for Gucci. The House’s website documents the silhouettes, the make-up and the show space separately.
This separation helps in reading their relationship. In a place of sale, the garment meets constraints other than those of a runway: viewing distance, proximity to accessories, time spent in front of a piece. By borrowing this frame, the collection can be examined as a whole meant to inhabit spaces, and not only to produce isolated images.
A proposal to follow in the stores
The project’s interest lies in this possibility of continuity. If the show’s volumes genuinely inspire the layout of the boutiques, the creative direction will have to specify what travels from one medium to the other: proportions, colours, density of presentation or the way categories are organised. Visual resemblance will not be enough; the place will have to make it possible to understand and choose the garments.
At this stage, The Store Show gives visible form to this intention. It demonstrates neither the future customer experience nor a commercial effect. To judge its reach, one will have to observe the first lasting translations of the décor in the Gucci network, and then how the following collections find their place there.
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