Gucci Is Said to Be Ready for Its Haute Couture Debut The news comes from The Platform, which had also broken the story of Dario Vitale's move from Emporio Armani
In recent months, Gucci has been the subject of much discussion. Not so much about the new collections by Demna, the Maison's creative director since March 2025, but rather about the strategy implemented by Kering's new CEO, Luca de Meo, to relaunch the GG brand. After all, since joining the company, de Meo has stated that the Kering group would rely less on the celebrity of its designers and more on practical assets such as production efficiency and a consumer-oriented approach. Among the latest rumours swirling around Gucci right now is the possibility of a debut in Haute Couture.
Lower prices, higher perception
According to a report on ThePlatform by Andrea Bigozzi, Kering is considering holding Gucci's first Haute Couture show in Paris in July 2027. If confirmed, the news would add to the whirlwind of changes currently surrounding the Maison. Among the most recent developments at Gucci, de Meo has decided to lower the prices of the brand's best-performing items in an attempt to align supply with demand. A rather disruptive choice in today's luxury landscape, given the stratospheric prices that products from the leading high-end brands have reached.
According to the Kering CEO, luxury has raised its prices too much in recent years: by reducing the cost of carry-over products and maintaining an average price point between €2,000 and €3,000, Gucci is making itself more competitive. The strategy would also include more efficient inventory management and production more closely aligned with demand — managerial qualities that would bring the Gucci model closer to that of Zara. Which helps us better understand the likely decision by Kering to entrust Demna with Gucci's first Haute Couture collection.
The pop power of Couture
Why should Gucci venture into Haute Couture, when rappers with bum bags have been appearing on its recent runways and the brand is making its products more accessible? The answer lies in the question itself. Because even though it does not generate significant revenue (it counts only a few thousand clients worldwide, and the cost of producing a show is extremely high), Haute Couture greatly enhances the perception of a Maison. And in Gucci's case, cultural positioning is the most powerful weapon to bet on.
Entering Haute Couture would therefore not contradict Gucci's price reductions, but rather serve as a tool to make them even more viable. Through a high-low strategy (if you'll allow the term), producing rare and inaccessible items (Couture) alongside carry-over pieces at a more accessible price point would help increase desirability around the Maison, and consequently boost sales. This appears to be precisely de Meo's bet: all that remains is to wait for confirmation from the brand before we can begin to imagine what the first Gucci Couture show by Demna might look like.
