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Agenda-setting intelligence, analysis and advice for the global fashion community.

How Demna’s Latest Gucci Drop Is Landing With Customers

From online conversation to pricing to early store traffic data, BoF analyses how Kering’s biggest brand is adjusting its strategy, and whether it is working.
A snapshot of Gucci's pricing, following its Primavera drop.
A snapshot of Gucci's Primavera pricing. (BoF Studio)

It has been a couple of weeks since the first products from Demna’s polarising Primavera

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Further Reading

Let’s Get Physical: Getting to Grips with Demna’s New Gucci

The hottest show in Milan confounded those seeking a clear answer to the question: can Demna save Gucci? What we got was an urgent meditation on beauty and sex. ‘Clear and attractive and hot. More than ever, I need fashion to be like that for me,’ the designer told Tim Blanks, ‘and Gucci is a perfect place for it.’

Can Big Luxury Find Its New Look?

Sex sells — if anyone can figure out what sexy means in 2026. Robert Williams tracks the search for a new silhouette at Kering’s Gucci, LVMH’s Dior and more.

About the author
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

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