Gucci. Resort 2027 - New York CIty

 

As Trump drains billions of dollars out of the American economy, from the pockets of millions of Americans, and shoves it into speculation, be in stock company prices, crypto and maniacal AI with its surveillance and targeting systems, while managing his psychosis laced quagmire war with Iran, and soon-to-be Cuba.  The oil price remains above $90, and his for message for American citizens caught up in mortgage repayment fatigue, you gonna have to 'tough out' via Trumpist brand of fascism.  Meanwhile, Demna's switch from Balenciaga to Gucci where is own brand of sardonic overtures, mixed with the 1960s and 1970s counterculture artistic simulacra, be it of social political irony which lasted for 10 years, ended very much with a whimper.  

Demna's Gucci 'takeover' was Kering's, the holding company and mega cogometarte owner of the Gucci brand, need for the iconic Italian fashion house to return to its Tom Ford esque greatness.   And for his Resort 2027 collection it is not just a takeover of Gucci, but a revamping of Ford's New York City post 1980s sleekness, as the Georgian lays claim to Times Square, and in true Demna hyperreality, a temporary overwriting of its recent tumultuous history.  From targeted immigration arrests via Trump's Fascist militia (ICE), to an uptick in street crime.  The paradoxical contrasts could not be greater, where Deman's Balenciaga once would portray social and political commentary, even though it may have been feigned at best, with Gucci, he has revealed the runway hypercapitalism in overdrive, amists a world which has surpassed the turmoil of of the 1970s, and yet appears stuck in a prefabricated digital relay.  Maybe Demna is presenting this oxymoron, as a grand spectacle of contradictory excesses, via his grounded East European roots? 

However, the collection within an over-the-top showing, could have worked in the 1980s amidst a crumbling city and social decline, but as a recopy of past glories and creativity under strain.   As of today, if you blinked and missed it, it would've mattered.  

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(A.Glass 2026)