Why Demna's Gucci Took Over Times Square (Resort 2027 Review)

Demna just shut down Times Square for Gucci Cruise 2027 ‘GucciCore’ covered fifty billboards in fake adverts for Gucci Water and Gucci Air, and staged an anti-consumption spectacle in the capital of consumerism. In this video I break down everything: the concept, the Robert Longo reference, every key look, the beauty, the music written by Demna’s own husband, and whether this is his best work or just Balenciaga in a Gucci belt. We decode what ‘GucciCore’ actually means Gucci as a feeling, not a logo and Demna’s ‘forever wardrobe’ of core classics: the red Royal Guard-wool peacoat, the Gucci Web censor-bar bandeau on Tom Brady, the Flora-lined fur coats, Paris Hilton’s crocodile takeout bag, and Cindy Crawford’s feathered closing gown. Plus the New York archetypes bankers, socialites, influencers and bodega-flower commuters that turned the runway into a character study. Then the details nobody else covered: Sam Visser’s anti-‘clean girl’ beauty with unsettling green contact lenses and faux freckles, Mustafa Yanaz’s undone hair, Cam Tran’s Gucci-stripe nails, and the soundtrack by BFRND (now Ioki) Demna’s husband Loïk Gomez built around the melody he first played Demna when they met. We unpack the golden-key invitations and the deep Gucci history they reference. We also follow the money. Gucci has posted around ten straight quarters of declining sales under Kering, and Demna who grew Balenciaga from roughly $350 million to about $2 billion was hired to fix it. We explain the