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In a groundbreaking move that defied conventional runway aesthetics, Demna, at the helm of Gucci's Fall 2026 collection, introduced a daring vision by featuring internet rappers Fakemink and Nettspend. During his runway debut, Fakemink, a 21-year-old British rapper renowned for his "underground" internet rap, halted his walk to interact with his phone, a moment that underscored the show's departure from traditional fashion rigidity. He showcased a black T-shirt, a bomber jacket, and distinctive low-slung leather trousers revealing Gucci-branded undergarments, embodying a blend of casual defiance and luxury. Similarly, Nettspend, an 18-year-old Virginian rapper, known for his previous appearance with Miu Miu, also walked for Gucci, sporting a lavender snakeskin tee and a fanny pack, further amplifying the show's avant-garde approach.

The intentional casting of these unconventional figures, along with other notable personalities like Kate Moss and Elon Musk's daughter Vivian Wilson, was a signature Demna move. He expressed a desire to integrate cultural relevance from underground scenes into mainstream fashion, believing that true innovation stems from these less-explored territories. This philosophy extended to the front row, where another internet rapper, EsDeeKid, humorously displayed a large Gucci bag he claimed was filled with cannabis, highlighting the designer's embrace of a raw, unvarnished aesthetic discovered through his Spotify algorithm. Demna empowered his models to amplify their inherent personalities, resulting in a show that was as much about individual expression as it was about the clothes themselves.

Beyond the casting, the collection's aesthetic leaned into an "uneasy-sleazy luxury" that subtly mirrored internet trends such as "looksmaxxing." One particular model, with a notably muscular physique, moved with a distinctive sway in a tight polo and leather trousers, drawing comments about an AI-like appearance. This curated unconventionality underscored Demna's ability to tap into the contemporary zeitgeist, challenging perceptions of beauty and luxury in the digital age. The show ultimately served as a commentary on the evolving landscape of fashion, where authenticity and subculture are increasingly valued, transforming the runway into a dynamic stage for genuine, albeit exaggerated, self-expression.

This innovative approach not only redefines luxury fashion but also celebrates the power of individual identity and diverse cultural influences. By merging the worlds of high fashion and underground music, Demna demonstrates that true creativity thrives when boundaries are challenged and new voices are elevated. This fusion inspires a more inclusive and forward-thinking perspective within the fashion industry, fostering an environment where authenticity and self-expression are celebrated as the ultimate forms of style.