Gucci “The Store”: Demna Rethinks the Boutique

“There is no single way to dress” – the commentary at the Dolce & Gabbana show served as a concise statement for the Spring/Summer 2027 collection. With “Stravaganza Siciliana,” Domenico Dolce and Stefano Gabbana sought freedom in dressing, continuously combining seemingly contrasting patterns and materials in a collection brimming with playfulness and joy.

Demna's Gucci Spring/Summer 2027 show redefines the concept of bourgeois elegance, combining seduction, aristocratic subversion, and the brand's trademarks in Milan. Special guests at the show included Donatella Versace, Shawn Mendes, Bianca Jagger, Cardi B, Eva Herzigova and Romeo Beckham, while Poppy Delevinge, Isabella Ferrari, and Osanna Visconti walked the runway.

Silvana Armani reinterprets the house's codes through minimal and calibrated differences, including elongated jackets, the debut of cotton, a nostalgia-free echo of the 1980s, and a palette of ivory, black and gold.

Clothing has its own order. Shirts sit on the upper body, trousers have two legs, skirts start from the waist, collars are around the neck and shoulders rest on the shoulders. MM6 Maison Margiela Spring/Summer 2027 begins from that very forgetfulness, by taking familiar items and placing them in unfamiliar positions.

Creative director Simone Bellotti brings an unconventional elegance, with deliberately calculated flaws, to the luxury fashion house from Milan.

H&M kicked off London Fashion Week Spring/Summer 2027 with its “H&M&YOU&I” show at Olympia London, transforming the runway into a cinematic experience featuring big names like Myha'la, Tems, Kai Schreiber and Cruz Beckham.

A summer day from dawn to dusk and the house's codes melt away in the sun's glare. With "Halo," Etro blurs the prints, dissolves the paisleys and alternates vaporous dresses with lean tailoring.

At London Fashion Week Spring/Summer 2027, where experimentation and new ideas are often paramount, Richard Quinn once again chose to go for extreme extravagance. On a mirrored runway and under crystal chandeliers, the British designer presented a world where dressing becomes a performance and even a form of social power.