Exclusive partner for Demna’s debut Gucci collection

Challenge

Support the announcement and communications around Demna’s debut collection for Gucci through a 360 campaign for the Milan Fashion Week SS26 screening.

Solution

Executed across tease, launch and sustain phases, from early previews to post-show reflections. Before the screening had even started we were already live with VIP arrivals coverage, posted in real time. We featured the faces our audience vibes with — from Alex Consani to K-Pop idols — talent with cult followings.

From the crowd reactions to the energy and atmosphere, it felt raw, real, and our audience were part of it. Our multi-platform coverage delivered a rich audience experience that exceeded target by +76%.