And it felt like a pop culture fever dream.

Georgian fashion designer Demna Gvasalia (mononymously known as Demna) raised high anticipation for his first official show at the helm of clothing giant Gucci. Held at Palazzo Delle Scintille, a revamped sports arena in Piazza Sei Febbraio, the runway thrived on what the former Balenciaga creative director described as a pragmatic approach to fashion. 

Departing from “pseudo intellectual justifications,” according to Demna, the show brought Gucci back in time. The runway, part ‘90s and early aughts nostalgia, part Demna’s signature aesthetic, echoed the sultry and deeply Italian image that Gucci retained for decades prior to the Alessandro Michele era. 

And while the runway—all skin-tight silhouettes, flashy fabrics and some eyebrow-raising bag styling—was certainly what sparked conversation and debates, the front row brought buzz of its own. Gucci, which routinely reunites crowds of international celebs, packed its front row with such an impressive guestlist that it didn’t come as a surprise that nearby streets were closed and large multitudes gathered in the vicinity. (Our team specifically witnessed the fandom power of Thai actor Gulf Kanawut, whose supporters held large banners to commemorate his return to Milan and K-pop star Lee Know, whose fans stood out for their enthusiastic cheering.)

At the show, the VIP section was a summit of world-class stars across industries. Actors like Bollywood icon Alia Bhatt, The Substance star Demi Moore, Thai television figure Gulf Kanawut and China’s superstar Xiao Zhan sat side by side with music celebs such as Stray Kid’s Lee Know, aespa singer NingNing, newly minted Gucci ambassador Cocona and the “Señorita” crooner Shawn Mendes. Notable names from fashion, like Condé Nast’s Global Chief Content Officer Anna Wintour, designer Donatella Versace and former Gucci creative director Alessandro Michele, were also present at the event. 

See below the best images from the Gucci Primavera front row. 

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