A New Era for Gucci

Luxury fashion house Gucci has unveiled a See Now, Buy Now concept for its latest Primavera collection,  which is designed by creative director Demna. Following the collection’s debut on February 27, a customised selection of pieces is now available in select stores and online, ahead of the official global launch in July 2026.

The Essence of Primavera

The Primavera collection introduces a fresh design language which focuses on lightness, comfort, and body-aware silhouettes. The pieces showcase dedication of gucci to product craftsmanship, featuring seamless garments and precise tailoring that go well naturally against the body. The collection showcases a balance between innovation and thelong lasting elegance which defines the House.

A New Digital Shopping Experience

To mark the release, Gucci has launched a dedicated digital platform on Gucci.com with a new visual identity. Inspired by the runway show, the platform allows visitors to check out the collection through a more engaging format where the runway becomes a navigable digital space, providing a unique way to discover the pieces.

Fashion Meets Immersive Technology

Gucci has also introduced an exclusive experience on the Apple Vision Pro starting March 5. The feature recreates the fashion show environment in a hyper-realistic virtual space, allowing users to step inside the runway setting and explore the collection in an immersive, spatial format.

About Gucci

It was founded in Florence in 1921, and Gucci is one of the world’s leading luxury fashion houses. Under the leadership of CEO Francesca Bellettini and creative director Demna, the brand continues to transform luxury through innovation, creativity, and Italian craftsmanship. Gucci is part of the global luxury group Kering.