Demna's Next Generation of Gucci It Kids Take the Runway

Vivian Wilson, Alex Consani, and Fakemink lead the cast of digital-first influencers in Gucci's latest show

Published on Feb. 27, 2026

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Demna's runway debut for Gucci featured a stacked cast of digital-native It kids, including Vivian Wilson, Gabbriette, Alex Consani, Nettspend, Fakemink, and Amelia Gray, alongside runway veterans like Kate Moss and Soo Joo. This new generation of fashion influencers are known for their strong online presence and cultural currency, reflecting Demna's vision for Gucci's 'Primavera' collection.

Why it matters

Demna's choice to feature this cohort of digital-first models and influencers signals a shift in the fashion industry towards embracing younger, online-savvy trendsetters who have built significant followings and cultural relevance through social media and the internet. This reflects the growing influence of Gen Z and Alpha consumers who are shaping the future of fashion.

The details

The runway show included a mix of established models like Kate Moss and Soo Joo, as well as a new wave of digital It kids such as Vivian Wilson, Alex Consani, Gabbriette, Nettspend, Fakemink, and Amelia Gray. These influencers are known for their strong online presence and ability to drive cultural conversations, making them the perfect fit for Demna's 'Primavera' vision for Gucci. Fakemink even paused on the runway to check his notifications, underscoring the third-space lacking youth culture that Demna is tapping into.

  • Demna's runway debut for Gucci took place on February 27, 2026.

The players

Vivian Wilson

A digital It kid who made her official runway debut in New York in September, part of a younger wave of online voices navigating the digital stratosphere.

Alex Consani

A member of the next cohort of runway supers recognizable to any fashion fan online, alongside Gabbriette and Amelia Gray.

Fakemink

An influencer who paused on the runway to check his notifications, mirroring the third-space lacking youth culture that Demna is tapping into.

Kate Moss

A runway OG whose hip-swinging saunter the new generation of digital It kids are referencing.

Soo Joo

A runway OG whose hip-swinging saunter the new generation of digital It kids are referencing.

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The takeaway

Demna's choice to feature a cast of digital-first influencers and models in Gucci's latest runway show reflects the growing influence of Gen Z and Alpha consumers in the fashion industry. These young, online-savvy trendsetters are shaping the future of fashion, and brands like Gucci are embracing this shift to stay relevant and connect with the next generation of fashion enthusiasts.