The store is the set. For his second Gucci show, Demna didn’t build a runway. He built a boutique. Models walked in as customers. A street entrance switched between rain and sun. Mirrors, bossa nova, oversized horsebits, big furs, rugby polos. The Milanese sciura. The tanned playboy. The bombshell. “Gucci is luxury that wants to be seen.” The most talked-about set of the week was a shop floor. Every space can be a stage. #Gucci #Demna #SS27 #MilanFashionWeek #HubbleStudio | Hubble Studio