PSA: You Can Shop Demna’s First Gucci Runway Collection Right Now

The limited release is housed within a dedicated portal on Gucci.com.

Upon landing on the homepage, toggle the rectangular icon on the left-hand side of the screen. A menu will appear with several browsing options. Select “See Now, Buy Now,” and you’ll be directed to a tightly edited lineup drawn straight from the runway.

The offering includes handbags, ready-to-wear, footwear, and small accessories. The womenswear selection consists of 40 pieces, while menswear comprises 37. Prices currently range from $430 to $8,900, or approximately P25,039 to P518,260.

The see-now-buy-now approach is a relatively new retail strategy—still regarded as “experimental” within the broader fashion business landscape.

Under the traditional calendar, Fall/Winter collections typically arrive in stores between July and September, while Spring/Summer collections launch between January and March.

As the name suggests, the see-now-buy-now model allows luxury clients to purchase runway pieces shortly after their appearance, months before their expected in-store arrival.

Demna previously tested this structure during his tenure at Balenciaga in 2022. After news broke of his move to Gucci in March 2025, speculation began that he would revisit the concept with the Florentine house.

Other luxury brand have explored similar initiatives. In 2021, Jacquemus and Zegna offered early access to its VICs (very important clients), a trial that reportedly yielded encouraging results.

Primavera marks Demna’s inaugural runway presentation for the brand. Presented in time for the Fall/Winter season, the lineup spans a sizable 83 looks.

Taken together, the collection is largely reminiscent of the house’s Tom Ford era—a chapter synonymous with the “power-vixen aesthetic,” a harmony of sensuality and luxurious tailoring. Think velvet hip-huggers, jewel-toned silk blouses, cut-out frocks, and body-skimming leather outerwear.

In a press statement, the Georgian fashion designer outlined his direction: “body-aware silhouettes, driven by rigorous product development that has allowed the House to create the ultimate seamless garments and pieces cut as close as possible to the body, a quintessentially Gucci sensibility.”

On the catwalk, that thesis translated into a cast of archetypes and personas, signaling a new era of “anti-hero glamour,” a strain of ’90s sensuality edged with deliberate dishevelment.

Close-fitting proportions dominated the lineup. Modeled by a high-profile roster of influencers, musicians, and industry regulars—including Kate Moss, Gabbriette, and Alex Consani—standout looks included seamless white hosiery minidresses, fluid suiting, velvet and leather separates, feathered bubble blousons, and a streamlined revival of the Bamboo 1947.

Demna’s show notes further expounds on the vision behind the Primavera collection.

“This collection, and my overall vision for Gucci, is built around a sense of pragmatism: products that can be enjoyed by a variety of people, that enrich their lives and make them feel great, that can stand on their own, without the need for pseudo-intellectual justifications.”