Back in December, ahead of his runway debut for Fall 2026, Demna dropped a first look at his direction for the upcoming season. Pre-Fall 2026, a precursor to the brand’s larger runway collection, unfolded in a series of images conveying the movement and light of a runway show.
Referencing a fashion show that never happened, the collection, dubbed Generation Gucci, is a study of the archives—celebrating Gucci’s past, present, and future, through Demna’s lens. The result is undeniably Gucci, from nods to the 70s to the ultra-glam and sex appeal of the 90s; this is the era of Gucci we’ve all been waiting for.
Today, we’re taking a deeper look at Generation Gucci in stunning new campaign images shot by Demna himself.
Generation Gucci: A New Era Takes Shape
Like La Famiglia, the campaign for Generation Gucci oozes a certain level of Gucciness—if you know, you know. Centering around a select group of individuals who encapsulate what Gucciness means in this new era for the House, the campaign is a beautiful, bold ode to Demna’s Gucci.
Unfolding in a series of images conceptualized like a lookbook, the campaign sees archival heritage meet modern expression, with the campaign comprising 84 images—one for each of the collection’s looks.
Ready-to-wear is the perfect example of new meets old. Lingerie-inspired pieces juxtapose signature tailoring with new slim fits, while the art of Gucci silk gets a refresh, drawing on archival prints. Luxe suede and soft leather add a tactile element while eveningwear mixes silks with fluid jerseys.
The Bags of Generation Gucci
The accessories will delight Gucci lovers, featuring a range of iconic Gucci bags, like the Dionysus. The now-classic bag is given a revamp with sharper, more angular lines—somehow feeling entirely new. Speaking of new, bags like the Borsetto and the Paparazzo play on distinct elements of Gucci heritage like the Gucci Web and the Horsebit motif.
A forever classic, the Jackie 1961 is reimagined in new proportions that play on an undeniable cool-girl slouch, shown in exotic prints and soft leather alike. Bags effortlessly tie the collection together, emphasizing duality; they can be paired with the most dressed-up of looks and the ultra-casual outfits, too.
Discover more from the campaign and shop Generation Gucci now via Gucci.
So… Gucci’s “next era” is Gucci’s past eras aggregated into a soulless, uncreative, boring rehash of hits of yesteryear? For those of us who were around buying Gucci 25 years ago… I don’t understand the appeal of purchasing a watered-down version with a price tag that increased 5 folds.
I’m enjoying the photography and the nostalgia. This isn’t the Gucci I know – it feels like Denma is the creative director on a photoshoot, not of the house.
What is the positioning play they are going for here?? Can anyone with a masters in luxury marketing please educate me? Bc with Denma’s vision, they are moving to less differentiation, not more. One explanation is that the share of wallet is so limited in our current recession that Kering is trying to have poach LVMH’s Celine and Givenchy customers. But why wouldn’t Kering’s own YSL (arguably the other player in this flounced up AI-replacement-immune corporate girlie fantasy) be able to pull the customer away from those two? Why did they double down on Gucci, of all brands, that is giving Girl With Job?
I can’t really comment on the black bags because I can’t see them. Black background, black clothes, black bag…?
Sooo…just more of the same? I know you may be getting paid to hype up this brand but click-baiting readers shows that you don’t respect us. There’s nothing about these bags that says “next era,” “new,”or “new generation.” This may not be the New Yorker but a little journalistic integrity goes a long way!