The Tamesis
Following the release of two digital editions titled “La Famiglia” and “Generation Gucci,” Demna makes her official runway debut for the Italian fashion house.
What does his vision of “Primavera” mean, you might ask? Well, the lineup of the new generation of digital It kids formed his Gucci prototype. Vivian Wilson, Gabbriette, Alex Consani, Nettspend, Fakemink and Amelia Gray all took to the stage, alongside a host of runway OGs including Kate Moss, Soo Joo and Mariacarla Boscono, who all referenced their hip-swaying strolling style from the start.
Vivian Wilson, who officially debuted in New York in September, is part of a wave of young online voices that are deftly navigating the digital stratosphere. Alex Consani, Gabbriette and Amelia Gray are the next crop of runway superstars that any online fashion fan will recognize. Nettspend and Fakemink, as well as Liverpool rapper EsDeeKid (who is no Timothée Chalamet (the alter ego of Timothée Chalamet) illustrates the musical weakness of Generation Z/Alpha, which is becoming increasingly trendy and mainstream. Demna’s vision is all about a hodgepodge of digital touchpoints.
These names have become culturally white-hot. Any title with them in it will increase clicks, which is exactly what Demna wants. Fakemink paused on the runway to check his notifications, an unsubtle mirror to today’s youth-starved third spaces. In fact, we’ve all embraced Demna’s new dress code on our phones — sparkly skinny jeans, logo-obsessed fanny packs, bold mini dresses and more.
