Tom Ford 2.0? An Ex-Buyer’s Post-Mortem on the New Gucci

In 2025, Gucci’s wholesale revenue plummeted by 34%. This isn't just a "bad season"—it’s a vote of no confidence from the entire industry.

Enter: Demna as Creative Director and the reprisal of Tom Ford Gucci. Everyone is obsessed with the Tom Ford Gucci era, and Demna knows it. But is serving up "Internet Discourse" on a platter enough to save a sinking ship?

This week, we’re looking past the Kate Moss runway cameo to the brutal math of the Kering Group. Why did they let Alessandro Michele walk away? Was appointing Demna a strategic masterstroke or a sign of terminal desperation? As a former merchant and buyer, I’m breaking down why "Internet Mania" is a dangerous bet when 41% of a conglomerate’s revenue is on the line.

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