‘It’s luxury that wants to be seen’: aristocrats and eccentrics inspire Demna’s vision for Gucci in Milan

Collection by the designer, brought in to return the ailing fashion house to profit, is on the money He’s the mononymic designer who has been charged with rescuing Gucci from plummeting sales.

So where better for Demna to stage his third catwalk show than at the forefront of commerce – a purpose-built Gucci shop. During Milan fashion week on Friday, the designer transformed a convention centre into a sprawling…