The Gucci Spring/Summer 2026 show at Milan Fashion Week became one of the most talked-about events of the season, not only for its collection but also for the stars sitting in the front row.
BTS’s Jin and ‘Squid Game’ actress Park Gyu Young, both global ambassadors for the Italian luxury house, attended the showcase, which also featured the premiere of the short film The Tiger at the Palazzo Mezzanotte.
Jin’s appearance drew particular attention as it was his third major outing for Gucci since becoming an ambassador in August 2024. Back then, De Sarno praised him for his warmth and unique sense of style, qualities that make him an ideal representative of the brand.
For the SS26 show, Jin chose a crisp white shirt, black tailored trousers, and a simple pendant necklace, giving him a polished yet effortless look. Fans online were quick to react, with hashtags like “GUCCI ROYALTY” trending worldwide. Many described him as looking like a “K-drama main lead” for his elegant style.
Park Gyu Young, who has been part of Gucci’s ambassador lineup since October 2023, also stood out at the show. She has been at the forefront of several campaigns, including the Fall/Winter 2025 collection, where she appeared on international covers alongside Jay Park and Dakota Johnson.
Park Gyu Young attended the brand’s Spring/Summer 2026 showcase in a statement-making oversized pastel blue wool coat with high-shouldered cut and puffed sleeves.
The event was attended by other ambassadors and collaborators Davika Horne, Song Weilong, Serena Williams, Gwyneth Paltrow, Nettspend, Demi Moore, Ni Ni, Amelia Gray, Elliot Page, Alia Bhatt, Isabella Ferrari, Alex Consani, and more.
The collection, titled La Famiglia (“The Family”), marked a new chapter under creative director Sabato De Sarno. Inspired by Gucci’s heritage, the show explored what he called the essence of “Gucciness,” reimagined through portraits of an extended Gucci family.
It moved between bold statements and clean minimalism, from a dramatic feathered opera coat to the smooth sensuality of seamless hosiery. Classic Gucci pieces such as the Bamboo 1947 bag and the Horsebit loafer were brought back, while the GG Monogram appeared everywhere, from accessories to footwear. De Sarno described the show as a return to storytelling, which focuses on “dressing for pleasure” and setting the tone for his vision of Gucci’s future.
Milan Fashion Week 2025 runs from September 23 to 29, showcasing Spring/Summer 2026 collections by top designers across Italy. It included runway shows, digital presentations, pop-ups, exhibitions and special tributes—such as honoring Giorgio Armani’s legacy following his recent passing.