Demna Poets Society

demna x jonathan anderson
The onus is on LVMH’s new roster of designers to persuade the masses who buy high-volume, high-margin fashion to return to the fold: There’s enormous pressure on Jonathan Anderson, right, and savior-designer Demna, left, who joined a limp and lifeless Gucci over the summer. Photo-Illustration: Puck; Photos: Matteo Prandoni/BFA.com
Lauren Sherman
September 22, 2025

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This morning, Catherine Opie’s portraits of Demna’s first collection for Gucci were released into the world. Tomorrow, those attending a pair of evening events in Milan and New York—not a runway show, mind you—will get a second, different look. The lookbook, which melds generations of Gucci DNA with Demna signatures, reveals the work of a consummate professional. It completely erases the past two years of Sabato de Sarno, forming a bridge between Alessandro Michele’s Gucci and the company’s future. As promised, the collection is foundational: There’s a little sex appeal in a nod to Mr. Ford’s ’90s, a bit of flourish for those who miss Alessandro, and enough Demna for everyone else to know it’s Demna. (The use of the Gucci flora to envelope a sculpted gown was the clearest example of the man in charge.)