MILAN — Gucci confirmed on Friday that Demna will present his first full menswear collection for the house as Milan Fashion Week Men's opens on July 10, marking a pivotal moment for the Kering-owned brand. The designer, previously creative director at Balenciaga, succeeded Sabato De Sarno earlier this year.

Gucci has struggled with declining revenue, remaining the largest contributor to parent company Kering's earnings despite a sharp downturn. Kering's chief executive Luca de Meo, who took over in 2025, is banking on Demna's appointment to restore the brand's cultural relevance and commercial momentum.

The Milan spring/summer 2027 menswear shows run across several days, with the Camera Nazionale della Moda Italiana coordinating the calendar of runway presentations. Prada, Dolce & Gabbana and Emporio Armani are among the labels scheduled to show during the week.

Financial analysts at HSBC and Bernstein have flagged that Demna's debut will be closely scrutinised by investors as a test of Gucci's recovery trajectory. The collection's reception could influence market expectations for the brand's return to growth.

Gucci said the presentation would reflect Demna's interpretation of the house's heritage codes, blending Florentine craftsmanship with the designer's signature approach. Buyers and editors from major retailers are expected to attend in person.