Demna On Tom. Gucci Pre-Fall 2026

December 4, 2025 | Design & Culture by Ed

Looking at Demna‘s sophomore collection for Gucci – the pre-fall 2026 lookbook – I can’t help but wonder: will this brand ever give Tom Ford’s archives and identity a rest? From the images shot in Ford-era, runway-style dimmed lighting to the general sultriness emanating from the clothes and their cosplay-like styling, this feels like yet another studio-designed collection made simply to fill the stores. Knowing Demna’s capacity for concept and irony, venturing into Tom Ford territory this straightforwardly feels a tad too early – and far too unchallenging.

Don’t get me wrong: the collection does have strong moments, especially in the menswear. The 2000s footballer aesthetic is back and fully alive in the V-neck T-shirts (my personal nightmare, but fine – we live in a @gettyimagesfanclub-lensed world). The tackiest-looking monogram-merch bags are everywhere (and somehow feel cool), and I love the men’s ballet flats paired with very basic denim and a trench-coat-buttoned-to-the-top. There’s definitely some wit here. Metrosexuality is in.

But the womenswear? I find it as shallow as Demna’s September debut. It has neither the sass nor the sauce. If this is truly what the new Gucci is, I’m seriously concerned.

Collage by Edward Kanarecki.
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Soft Launch. Gucci SS26

September 23, 2025 | Design & Culture by Ed

Unfortunately, Demna’s soft launch at Gucci didn’t feel like the vitamin C boost I was hoping for as I’m fighting the traditional, September flu. Yesterday, I watched influencers and insiders bend over backwards to intellectualize and extract meaning from the former Balenciaga designer’s debut at the Italian, Kering-owned brand. The result? A soulless lookbook shot by Catherine Opie, awkwardly photoshopped into tacky frames (as one of my followers aptly noted, it gives serious Anna Dello Russo 2010 vibes). The clothes – Tom Ford-esque leathers, diva gowns, fur coats, silks in ‘Flora’ print – will be available in select Gucci boutiques next week. READ MY FULL REVIEW HERE.

Collage by Edward Kanarecki.
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Fin. Balenciaga AW25 Haute Couture

July 9, 2025 | Design & Culture by Ed

This haute couture season proves that fashion indeed needs a reset – and the seismic shift of designer departures and new appointments is a healthy cleanse of the system. Chanel’s final pre-Matthieu Blazy show, coming from the overstayed, post-Virgie Viard studio, looked and felt like a parade of dusty, beige utensils that found their way out of a cupboard. Demna‘s final act for Balenciaga, although high on farewell emotions, did convince me that it’s really time to move on. Whatever his Gucci will be, it should definitely operate on a different methodology than the one he created at Balenciaga. It’s understandable he chose to close his chapter at the maison with a collection that was one big bowl of reheated nachos, from the model casting (from synonymous-with-the-brand Isabelle Huppert to on-the-nose Kim Kardashian) to the line-up’s overall look, a Frankenstein hybrid cross-pollinated by the Georgian designer’s idiomatic volumes and proportions, and Cristobal’s archival tropes. But somehow I hoped Demna’s Balenciaga fin would be a one last conceptual stretch, like a dress made from hundreds of meters of taffeta draped on the model a few minutes before the show, or the memorable “Parliament” show.

Nevertheless, here’s to Demna’s new chapter at Gucci, and as for Pierpaolo Piccioli: the Balenciaga floor is yours.

Collage by Edward Kanarecki.
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Retrospection. Balenciaga Resort 2026

June 5, 2025 | Design & Culture by Ed

Demna is in a retrospective mood – as he should. The visual language that he has created throughout the decade of working at Balenciaga is probably the style that will be the most heavily analyzed by fashion historians when dissecting the fashion of 2010s and 2020s. It’s era-defining, whether you love it or hate it. Resort 2026 isn’t his final collection for the house – it’s the highly-anticipated haute couture line-up in July, where you can expect the least expected – and I’m glad he chose to look back at his biggest Balenciaga hits. From oversized duvet jackets and coats-worn-over-coats to super-mini tea-dresses and something’s-off-looking hoodies, this collection sums up Demna’s ready-to-wear for the maison in the most straightforward, clear way (with a Britney Spears cameo on the prints and the BFRND soundtrack, just to spice things up). In his subversive oeuvre, the designer has an affection for studying archetypes: think art curators, bikers, fetishists, politicians, soccer players. The “Exactitudes“, named after a series by photographer Ari Versluis and writer Ellie Uyttenbroek, who have also worked on this lookbook, inspired Demna’s approach to fashion up to this point. “Working on this collection felt like a homecoming after all these years, a very formidable experience of love for fashion and dressmaking,” Demna said. “It is the end of a wonderful era that I wanted to capture and celebrate by creating the Balenciaga ‘archetypes’ – the people, the silhouettes, the vibes, and the ideas that have all been fundamental in my work for this amazing house.” Come September, a radically new methodology is set to reanimate Gucci. Is Milan ready?

ED’s SELECTION:

Balenciaga Oversized Asymmetric Cotton-twill Trench Coat

Balenciaga Draped Plissé-crepe Midi Dress

Balenciaga Technoclog Rubber Mules

Balenciaga Bow-detailed Layered Lace-trimmed Satin And Jersey Top

Balenciaga Rodeo Large Leather Shoulder Bag

Balenciaga Lace-trimmed Wool Midi Skirt

Balenciaga Bat Cat-eye Acetate Sunglasses

Collage by Edward Kanarecki.
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Miserable. Balenciaga AW25

March 11, 2025 | Design & Culture by Ed

“Give us nothing” energy was delivered by Demna at Balenciaga. Unlike at Prada and The Row, here, the effect was absolutely depressing. I get that the Parisian crowds might find the radical mediocrity of purposely badly-cut men’s suits and shirts amusing, but for a person living in Poland, this is very triggering to see. It’s literally what you get on the streets during Women’s Day when all the guys buy their girls that one little rose, once in a year. Demna even had this infamous, sad-macho “archetype” in the show. Another nightmare: the ridiculously bad duvet jackets that you can get at any East-European bazaar. They were here, too, in different unflattering lengths. Don’t get me started with the tight polo shirts and the Puma collab. I get the irony and I’ve always enjoyed Demna’s mind – and sense of humor. But something is certainly off about his latest runway collections – and this one screamed “crisis”.