There was nothing tame about Demna’s fall debut for Gucci. It was apparent from the start that S-E-X was the main message. So it’s no surprise that when the creative director was immersed in what he called the “gucciness of Gucci,” what resonated most was Tom Ford’s sizzling era between spring 1996 through fall 2004, which was defined by raunch and refinement.
Last season Demna produced a lookbook of character-driven looks called La Famiglia. He expanded on that idea for fall, imagining the brand as a character. “I see Gucci as a person,” he announced in his show notes. “Someone with a wild, unforgettable past and unmistakable codes.” What came through clearly was a sybaritic streak—and the designer’s intimate familiarity with the archives. Here, a look at Gucci now and then.
