A shocking fashion shakeup
The cinematic debut
Primavera in Milan
GucciCore in Times Square
YOUR GOAL
Master of Demna at Gucci
diletta GucciCore in Times Square
Fifty giant billboards flashing fake ads in the air, We shut down the crosswalk and took over Times Square!
diletta Demna covered 50 giant billboards with fake ads for humorous products like 'Gucci Water' and 'Gucci Air.'
diletta Demna coined 'GucciCore' to define Gucci not just as a logo, but as a feeling of dressed-up glamour.
diletta Pop neon fashion pieces to discover how Demna boldly reinvented Gucci's style.
Times Square takeover: Demna's Cruise 2027 show shut down Times Square, which normally sees over a quarter of a million pedestrians walk through it daily.
A fashion aesthetic centered on the signature logos, patterns, and styling codes of the Italian house Gucci. Demna Gvasalia debuted this permanent wardrobe line in Midtown Manhattan on May 16, 2026.
What name did Demna give to his Cruise 2027 collection and its philosophy of core classics?
Which of these fake products was advertised on the giant screens during the Times Square show?
Which legendary supermodel closed Demna's Times Square show in a dramatic feathered gown?
How many giant digital billboards did Demna take over in Times Square to broadcast his satirical advertisements?
Which pop culture icon returned to the runway for the Cruise 2027 show wearing a brunette wig?
Who wrote the soundtrack for the Times Square show, built around the melody from when he first met Demna?
In what iconic New York public space did Demna stage the Gucci Cruise 2027 runway show?