At 9 PM Beijing time on February 27, the first fashion show #GucciPrimavera# presented by artistic director Demna kicked off in Milan. The guests for the show will be revealed soon, so stay tuned.

Style on the go, elegance set off, joining @GUCCI for a trip to Milan. @肖战 #GucciPrimavera#

#SeeingXiaoZhanDaily# Documenting every moment with warmth. @肖战

Arrived in Milan, still adjusting to the time difference. Taking it slow, first feeling the vibe of the city, see you tomorrow.

@GUCCI The grand show #GucciPrimavera# is about to begin. Join @肖战 as we meet the avant-garde with classic as our foundation and explore infinite inspirations. See you later!

At 9 PM Beijing time on February 27, the first fashion show #GucciPrimavera# presented by art director Demna will debut in Milan. Actor, singer, and brand ambassador @肖战 will soon make an appearance, stay tuned.

#SeeingXiaoZhanDaily# 📸 Leave a vibrant side profile @肖战

Off work!

Hi Milan, nice to see you again @GUCCI #GucciPrimavera#

#GucciPrimavera# Art leads the way, under the spotlight, fashion takes its own form. Explore the infinite new ideas of the @GUCCI show together with @肖战.

Gathering fashion, starting a cool photoshoot. After the grand show, actor, singer, and brand spokesperson @肖战 is the first to wear the new #GucciPrimavera# collection, where deep black and glossy leather convey an unrestrained attitude, captured in a shot, personality shines through irresistibly. The new season's trend is all here.

Switching styles, which side of him do you prefer? Actor, singer, and brand spokesperson @肖战 is the first to wear the new #GucciPrimavera# collection, effortlessly interpreting relaxed and refined styles with ease.

GUESTS

#GucciPrimavera

#XiaoZhanHopesToRideTheXiaoZhanTrainThroughMilan#

@W中文版

'Xiao Zhan'

Milan's 'Xiao Zhan Train', Xiao Zhan wants to ride too!

Diverse, classic, and new are Xiao Zhan's evaluations of Demna's debut at Gucci. As an old friend of Gucci, he is very much looking forward to Demna leading the brand into a new chapter. In his spare time, he also hopes to ride the 'Xiao Zhan Train' tram through Milan and taste the pizza he must eat each time. Regarding the goals for the Year of the Horse, Xiao Zhan hopes to do well in his current work, stay healthy, and have smooth sailing.

#MilanFashionWeek##XiaoZhan#

‘Is everyone here? The interview is about to start 😄’
After the Milan Gucci Primavera Fashion Show, @肖战 is kindly urging us 🎙️
#ELLEBringsYouToFashionWeek##FashionWeek##MilanFashionWeek#

Xiao Zhan今日第二场，简直是掌管黑色的神
#Xiao Zhan# #Gucci# #时装周长镜头# #墨镜一带谁都不爱# #米蘭時裝周#

@肖战 appeared at the Gucci show, with the dual charisma of a male model and a superstar. #FashionWeek##MilanFashionWeek#

#XiaoZhanProfileShot#, every casual snapshot captures the vastness of the world

@肖战 As soon as he enters, the flashes keep going. The profile shot is sharp and clear at close range, with every frame of the video showcasing the quality of a global blockbuster.

#嘉人##嘉人现场##XiaoZhanMilanFashionShowStyle##XiaoZhan##XiaoZhanSunglassesStyle# #FashionWeek##MilanFashionWeek##RunwayDirectHit##FrontRowView#

Xiao Zhan (@xz_1991x) Gucci Global Brand Ambassador appeared in a look from Gucci while attending the Gucci Fall/Winter 2026 fashion show at Milan Fashion Week, reinforcing his role as an important guest of the Italian maison on the global fashion stage

#WWDThailand
#GucciFW26
#XiaoZhan

#VChineseVersionAtFashionWeek##FashionWeek##MilanFashionWeek#
The center of attention!
@肖战 appeared at the Gucci show.

#XiaoZhanWithoutSunglasses##XiaoZhanHasANoblerFaceUnderTheSunglasses#

Xiao Zhan wearing sunglasses is as cool as the Matrix, but after taking them off, it's a different gentle style.

#JiaRen##JiaRenOnSite##XiaoZhanMilanShowLook##XiaoZhan##FashionWeek##MilanFashionWeek##ShowHighlights##FrontRowViewing#

E Direct Hit | Xiao Zhan Shines in Milan
#Xiao Zhan#
The grand show #GucciPrimavera# is about to open,
Join @肖战 together to meet the avant-garde with classics, exploring infinite interests.
#小红书时装周群聊#

#MCFashionWeek Zang Hai Mr. Xiao Zhan is open for business today, and has arrived at the Gucci AW26 venue next. Sporting a cool sunglasses look, he remains super handsome! 💜💜💜

#marieclairetw #Gucci #XiaoZhan #Alfie

The @gucci Primavera show is a spectacle to behold even on the front row pre show. From fashion moments from our Asian stars like @xz_1991x, @t.leeknowsaurus and @imnotningning to the attendance of @alessandro_michele, @donatella_versace and @demimoore (with a pooch in arm), here are some of the iconic moments at the show.

Photos: Getty Images

#gucci#gucciprimavera#guccifw26#ningning#xiaozhan

Milan is on fire! Sending images of celebrities attending the first collection show of Demna, or #GucciPrimavera, showcasing the Fall Winter 2026 collection last night. Leading the charge are Gucci Global Ambassadors 'Xiao Zhan - Lee Know - Park Gyu Young - Jay Park', followed by Gucci Ambassador 'COCONA' and important guests like NINGNING - NINI - Ayaka Miyoshi joining the show at Milan Fashion Week 💚

Demna, @肖战 Historic encounter, a dual pursuit of a new era of luxury. #FashionWeek##MilanFashionWeek#

Call @肖战, he showed off his outfit... but unfortunately it's still not visible, can you help take a look? #FashionWeek##MilanFashionWeek#