Demna pivots to Gucci heritage as Moschino's new directors debut street-savvy collection

At Milan Fashion Week, Gucci creative director Demna unveiled his second collection, shifting from the rigid archetypes of his debut toward the house's storied luxury heritage. The runway was set up as a boutique, with figures like Cardi B in white faux fur and Donatella Versace on sofas, while brand ambassador Jannik Sinner sat beside Anna Wintour. Garments featured exaggerated shoulders, turned-up collars and Italian-styled tailoring, aiming for pieces that could move from runway to wardrobe.

In contrast, Moschino's new creative directors, Loris Messina and Simone Rizzo, presented their first collection on a parking-garage roof overlooking the 2026 Olympic ice-hockey venue, emphasizing everyday street style over overt novelty. Their show blended grass fringe, cartoon graphics and practical items such as a large bucket bag, while still retaining Moschino's signature wit. Both houses signaled a desire to reconnect with consumers through more accessible, yet still distinctive, designs.