Demna, known for his bold and provocative approach to streetwear, made his debut at Gucci with a show that redefined the brand's image. The presentation in Milan featured striking designs that emphasized bold sex appeal, juxtaposed with elements typically associated with bad taste. High-profile guests like Donatella Versace and socialites Paris and Nicky Hilton attended, highlighting the significance of the event in the fashion world.

Models strutted down the runway in incredibly tight and short dresses, with some outfits requiring adjustments to ensure modesty, exemplified by Emily Ratajkowski's adjustments to her sequined ensemble. The show featured elements that riff on nightlife and edgy aesthetics, with lapdance-bar-inspired hair extensions and bold accessories, including appearances from icons like Kate Moss. Demna emphasized that his vision for Gucci will center on energy, passion, and a playful approach to fashion, departing from traditional expectations of the luxury brand.

Overall, Demna's work at Gucci signals a transformation in luxury fashion, merging high-end design with unconventional streetwear influences. His commitment to bringing "fun" and "sex" back into fashion could reshape consumer perceptions of Gucci, potentially appealing to a younger audience looking for excitement in luxury goods. This bold direction may challenge other brands to rethink their approaches in an increasingly competitive market that values individuality and innovation.