Gucci is returning to a unified format for its fashion shows, combining men’s and women’s collections to highlight its cohesive narrative.
The iconic Italian fashion house, under the creative direction of Sabato De Sarno, will showcase its men’s and women’s collections together starting February 2024 at Milan Fashion Week, with plans to replicate this format in September. This approach aims to emphasize the seamless storytelling between the two lines, according to the company.
The show in Milan marks a strategic shift after years of experimenting with formats, from mixed-gender shows in 2017 under Alessandro Michele to separate events in 2023. The unified format will allow De Sarno to explore a continuous dialogue between masculine and feminine identities, maintaining their individuality while enriching one another.
Additionally, Gucci will hold its Cruise 2026 show in Florence on May 15, also in a unified format. These decisions are part of a broader transformation led by incoming CEO Stefano Cantino, focused on streamlining operations and strengthening key teams.
The success of De Sarno, who made his debut in September 2023, is set to solidify Gucci’s creative direction. With new leaders in communication and digital marketing, the brand reaffirms its position as a pioneer in contemporary luxury.
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