Italian luxury house Gucci has released selected pieces from the “Gucci Primavera” collection—first unveiled during Demna’s debut fashion show for the brand—through a See Now, Buy Now format.
The preview launch will be available for a limited time until March 31, ahead of the collection’s official global release scheduled for July 2026. The pieces are available on Gucci.com and at selected flagship stores worldwide.
“Gucci Primavera”: The Beginning of a New Chapter
Gucci Primavera embodies the house’s core design philosophy while introducing a new vocabulary in silhouette, texture, and materials. Through meticulous product development focused on lightness, comfort, and body-conscious tailoring, the collection explores garments that move seamlessly with the body.
The result is a series of pieces designed to feel almost second-skin—seamless and fluid—where fit itself becomes a central element of design. This approach reflects the distinctive sensibility that defines Gucci’s evolving aesthetic.
Experiencing the Runway in a Digital Space
The exclusive early release is presented through a dedicated platform on Gucci.com, developed under a new visual identity that signals the beginning of a new chapter for the brand.
Conceived as an extension of the fashion show’s creative direction, the platform transforms the runway into a digital environment that visitors can explore. Rather than traditional page navigation, users move through the space as if following a narrative, encountering pieces from the collection through a continuous journey of discovery.
An Immersive Experience on Apple Vision Pro
Expanding this vision further, Gucci will launch a new experience designed for Apple Vision Pro on March 5.
Within this platform, the fashion show venue is recreated as a hyper-realistic virtual environment. Users can enter the space, explore freely, and immerse themselves in the atmosphere of the show—experiencing its energy and afterglow through a spatial and highly immersive format.
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