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Milan Fashion Week: Gucci’s Demna builds a massive store for star-studded show

South China Morning Post - Sep 25, 2026

Georgian designer Demna may have been at Gucci for only a couple of seasons but he’s clearly been enjoying his immersion into Italian culture. His tongue-in-cheek riffs on Italian stereotypes – from the tanned playboy to the Milanese sciura and the young bombshell – are spot on. The designer, formerly of Balenciaga, built a massive boutique that acted as a runway to unveil his latest collection for Gucci. Models and “real people” such as socialite Sabine Getty, stylist Amanda Harlech and...

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