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Demna has always been a conceptual designer. For years as Balenciaga’s creative director, he built worlds around big ideas and posed questions that made people bristle: What is taste? What does the apocalypse look like and how will we be dressed for it? What even is fashion? When he was appointed creative director at Gucci, the industry pondered how he might bring that same boundary-pushing, occasionally nihilistic approach to a storied Italian house.
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