Demna

To me, it looks futuristic because of its sleek design and reflective print.

And I like this 'cause I like the new Demna Gucci collection, so I feel like I'm a part of that when I wear this.

Fashion evens the playing field here.

Fans can build their collection alongside the artists they admire.

there was definitely a focus in the luxury industry during the 2010s towards virality and memetic potential of clothing items and not the actual quality of fit or construction.

And that would be, sorry to interrupt, but that would be Demna's-

Yes

...

[laughs]

You look a...

It's just people started to look a bit ridiculous, you know? [laughs] And, and I think Demna-

Yeah

Yeah.

You know Demna.

Yeah.

Demna's now at Gucci.

Yeah.

But, uh, there's, I see some Kanye threads.

I spoke to Pharrell.

Yeah.

[laughs]

Well, this is, this is Demna.

So Demna works for Gucci now.

Has, has been the ...

I think this is his second year over there.

Only because it's Gucci.

If it wasn't Gucci- Yes

... it's Demna though that people flip for

Because if you write or design or whatever, thinking about what the public square will say or think, then you can't be at the best of your creativity, and that's, that for me is the, the biggest constraint.

The reason that Chanel collection by Matthieu Blazy did so well and Demna's for Gucci or Pierpaolo Piccioli for Balenciaga didn't do so well in numbers, but also in the public sphere, is the exact proof of what I'm telling you.

I'm con- first of all, as you know, I know a little bit what goes behind the scene.

I never worked for Chanel.

It's not Chanel enough because people have to criticize.

It's one of the best collection, the two last collection we've seen.

Then let's go to Demna at Gucci, and, you know, I sort of know personally his bosses because I, not De Mayo, but the one above.

I w- worked for them, and I'm convinced that the strategy was, okay, Demna is great.

You have Yohji Yamamoto referencing himself from the '90s.

Uh, you have Demna at Gucci referencing Tom Ford.

I mean, I would say his newest show is like kinda evil '90s Tom Ford, right? You have this interest in the '90s, 2000s era, um, Prada referencing themselves, uh, from the past, but you don't have this, um, renewed interest in experimental textiles and experimental fabrics.

Um, less nylon than acrylic is being used, and you can say what you will about sustainability, but the ability for new and novel textiles, uh, especially with to- today's technology, um, to affect the garment and the way it falls on the body, um, it's not being utilized to its fullest extent.

Any brand relying on third-party mapping, naming, or localization infrastructure for consumer-facing products has a new category of risk that most brand and legal teams have not written policy for yet.

Yesterday, we predicted Gucci will announce a second major campaign film under Demna before end of 2026.

The Primavera films set a register, distinctive enough to sustain a series.

Worth watching.

A lot of people made a lot of fun of him for those pants.

He then appeared in a Gucci print ad for the creative director Demna's Fall Winter 2026 collection, along with the model Alex Consani, SD Kid, who's the rapper who's really just Timothee Chalamet, we're pretty sure, and the singer Shawn Mendes.

And, you know, I think the reason that Mr.

Pants decided it was time to speak out is because Tom, first of all, the pants, he told me he's been taking so much heat for Tom's online crash app.