At Milan Fashion Week, Gucci debuted AW26 under Demna’s creative direction, sending a clear message: this is a reset, not a revolution. Strategically, it felt deliberate — stabilizing the brand, reclaiming visual authority, and grounding heritage in a volatile luxury market.
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One of the most talked-about moments came with the appearance of Vivian Jenna Wilson, the eldest living child of billionaire Elon Musk. Estranged and vocally critical of her father since 2020, Wilson’s presence added an extra layer of intrigue to the runway.
Photo: German Larkin | Nicky Hilton, Paris Hilton, and Alessandro Michele
The front row reflected the collection’s layered storytelling. Paris Hilton and Nicky Hilton arrived in polished monochrome looks, while Alessandro Michele sat nearby, a bridge between Gucci’s past and present. Hollywood mystique arrived with Demi Moore, while Kate Moss closed the show in a daring monogrammed thong that set social media alight. Unexpected appearances from Vivian Jenna Wilson added an extra layer of surprise energy.
Supermodels Karlie Kloss and Emily Ratajkowski turned heads walking Gucci’s AW26 runway. Both brought effortless energy to Demna’s collection, balancing the late-’90s glamour with contemporary edge. Kloss’s statuesque presence and Ratajkowski’s bold, confident strut highlighted the show’s sharp tailoring, glossed leather, and statement logos, proving that Gucci’s reset resonates on the runway — and on the front row.
AW26 wasn’t just about clothing; it told a story of transition. Demna’s debut signals a house reconciling its past with contemporary energy, balancing nostalgia with reinvention. Each look felt deliberate, as if every stitch was negotiating between the iconic Gucci archive and the urgency of today’s fashion conversation.
Milan’s Palazzo delle Scintille buzzed with anticipation. Every glance, whisper, and camera flash amplified the sense that this was more than a collection — it was a statement of intent. The interplay between runway and audience, spectacle and product, heritage and innovation, defined the show’s rhythm.