The characters that inhabit Demna's mind walked yesterday, Friday, February 27, on the Gucci runway at Milan Fashion Week. During the presentation, the Italian house allowed us to observe a series of beautiful looks that you surely already want to have in your closet. And, in fact, you can already integrate them into your wardrobe thanks to the fact that Gucci has incorporated the see now, buy now system into its show.

Although the official launch of Gucci Spring will not be for another couple of months, in July 2026, the house has decided to curate garments that perfectly summarize this delivery and the Gucci ethos and make them available to its buyers starting today.

This proposal, a novelty for the brand, does not arrive alone, as Gucci has also renewed its visual identity to adapt to this chapter in the narrative of one of the most important fashion houses in the world. The platform, available at gucci.com, allows users to explore the collection at their leisure in a non-traditional way, through an immersive and sequential interface that adapts to Demna's creative proposal.

In addition to this option, Gucci also plans to launch an experience on the Apple Vision Pro next March 5, giving anyone with this gadget the opportunity to enter a digital environment that recreates the runway and thus live (or relive) the excitement and dynamism of the show.