Gucci Resort 2027 – Gucci Core “Times Square, Bandaids, and the Illusion of “Gucci Core”. Story by Eleonora de Gray, Editor-in-Chief of RUNWAY MAGAZINE. Photo Courtesy: Gucci.

Ah, New York. The city of dreams, flashing lights, and now, apparently, the ultimate stage for Demna Gvasalia’s latest exercise in supreme irony. For the Gucci Resort 2027 collection, our new creative director decided to bypass the usual understated luxury venues and plant himself smack in the middle of Times Square. Because nothing screams “exquisite Italian heritage” quite like the neon glow of consumerist chaos and the smell of roasted nuts.

Demna called this his “homecoming” act, a self-proclaimed genius move to merge La Famiglia with “Generation Gucci.” The goal? To introduce GucciCore—a permanent collection of “pragmatic, wearable pieces.” He wanted to show clothes on “the kind of people you might pass on the street.” And to his credit, he absolutely achieved that. Specifically, the kind of people you might pass on the street at 3:00 AM outside a questionable nightclub.

The “Classics” and the Catwalk Clichés

We were promised the foundation of the House’s stylistic language: the perfect trench, the business suit, the ultimate pencil skirt. What we actually got was a confusing tug-of-war between Tom Ford-era nostalgia and street-corner vulgarity.

• The Seduction Subversion: Demna’s attempt at Italian glamour felt less like sophistication and more like an overt caricature. Putting women in silhouettes that lean heavily toward the “prostitute-chic” aesthetic doesn’t suddenly become elevated just because you slap a “Gucci Classics” label on it. It’s a cheap trick masked as edginess.
• The Bandage Blunder: And then, of course, there was the styling. If you ever wondered what Tom Brady would look like playing the Terminator after a severe accident, Demna answered that burning question. Clad in head-to-toe black leather, wrapped in leather bandages, it wasn’t giving “elite athlete/fashion icon”—it was screaming for a medical professional. The bandages on the men weren’t avant-garde; they were just loud, distracting, and slightly desperate.

[ Demna’s Gucci Formula ]
High-Concept Irony (Times Square Ads)
+
“Pragmatic” Wardrobe (Heavy Wool Peacoats)
+
BDSM Styling (Leather Bandages)
=
A Very Commercial Confusion

The Green-Screen Realism and “Permanent” Fur

Nothing articulates “grounded in the pragmatic reality of New York streets” quite like staging a lookbook against a glaring, unkeyed green screen. It seems Demna’s vision of the metropolis is so safely intellectualized that the actual city had to be entirely simulated—or perhaps the budget simply ran out after licensing the Times Square billboards. Against this digital abyss, we are treated to a parade of gargantuan, suffocating fur coats that look less like seasonal resort wear and more like a desperate attempt to raid the archives of a 1980s mob wife. Whether wrapped over a leather micro-skirt or draped over a garish leopard-print dress, the message is clear: true “Gucci Core” apparently requires enough volume to safely insulate a small European country.

The Bandage Brigade and Branded Restraints

If the women are styled to look like they are permanently waiting for a town car outside a Midtown lounge, the men have been relegated to a completely different subculture. One look gives us a literal tube top constructed from the iconic green-and-red Gucci web stripe—paired with oversized track pants and an awkwardly slouched zip-up hoodie, as if the model was interrupted mid-medical procedure at an underground clinic. It is a loud, jarring attempt at gender-bending that feels entirely disconnected from the promised “business suits and classic trenches.”

The Ultimate Padded Confinement

But the piece de résistance of Demna’s “wearable fundamentals” is undoubtedly the look featuring a model completely encased from the chest up in what can only be described as a leather-upholstered mattress block. With his hands shoved into the pockets of sagging, voluminous black trousers, the silhouette is less “metropolitan style icon” and more “high-fashion straightjacket.” It is the ultimate manifestation of the collection’s true ethos: a visual joke about consumer confinement, wrapped in luxury leather, and entirely unusable in the real world.

The Irony of Selling the “Real”

The most amusing part of this entire spectacle was the giant hall of mirrors created by the Times Square screens. While fake AI-generated gardens and “Gucci Water” commercials flashed above, the collection underneath tried desperately to prove that Demna can, in fact, make a normal coat.

Yes, the pencil skirts and the heavy wool peacoats have undeniable commercial appeal. But when you have to orchestrate a massive, high-security block party in Gotham’s capital of noise just to convince the public that your brand is “grounded and real,” the irony writes itself.

Demna wants us to believe this is a permanent evolution of a wearable wardrobe. But stripping away the heritage to replace it with shock-value casting—from a brunette Paris Hilton to bandaged sports stars—proves that while you can take the designer out of the underground, you can’t take the underground out of the designer. It’s loud, it’s commercial, and it’s unmistakably trying too hard.

See All Looks Gucci Resort 2027 – Gucci Core Lookbook

See All Looks Gucci Resort 2027 – Gucci Core Runway Show