In true Demna fashion, Gucci’s new creative director surprised everyone at MFW earlier this year when he debuted his first collection for the House of Gucci. The collection, presented in a lookbook format instead of a show, was lovingly titled La Famiglia and signaled a return to the old eras of Gucci.
Demna will make his much-anticipated runway debut in February for Fall 2026, but today we have a further look at what Demna’s vision for Gucci will look like, thanks to the just-released Pre-Fall 2026 lookbook. For Pre-Fall 2026, Demna presents a series of images that reference a fashion show, but one that never happened.
Experimental and imaginary, images depict models in flux, as if they were mid-walk on the runway. Aptly called Generation Gucci, the collection is a continuation of Demna’s exploration of the Gucci archives, melding together the different eras of Gucci, from the ’90s Tom Ford era to hints of Alessandro Michele’s time at the House (hello Dionysus).
Generation Gucci: An Ode to the Archives
This study of archival Gucci is married with Demna’s own personal aesthetic to create a distinct, refreshed version of Gucci, and we are obsessed with this new era. Ready-to-wear is undeniably reminiscent of the ’90s, but there are also nods to ’70s Gucci. Signature silhouettes, such as Gucci Web racer jackets, appear alongside slinky silhouettes, sheer tops, and ultra-glam moments that exude ’90s charm and sex appeal.
Melding Past and Present: Gucci Through the Decades
Silk dresses are an ode to Gucci’s equestrian roots, inspired by the iconic prints of Gucci carrés of the past. Accessories, too, reinterpret the archives, like a new take on the Dionysus bag, which is more angular, adding a touch of edge.
Then there’s the classic Jackie 1961, which is refreshed as a more compact, but softer silhouette, or magnified in bold croc. Elsewhere, the new Lunetta Phone+ shoulder bag in monogrammed canvas and chainmail is designed for your daily essentials. View more below.
Are we really going back to this?
Doesn’t feel fresh or modern to me in any way.
Recycling Tom Ford whit a splash of Demna’s Balanciaga.
I agree. No fun. Plus I despise Dionysus upside down bad luck horseshoe.
This vibe is ‘mediocrity trying to be Tom Ford’.
Yes, I have a croc Boston Wave bag from Tom Ford’s last year at Gucci. Def a cut above!
I keep being distracted by the way they’re walking instead of by the bags. Looks really unnatural and uncomfortable. Doing some Joey lunges!! I’m not really a Gucci fan, and this collection won’t make me one.
Joey lunges!!! :):):)
I get the archival thing. like, you look at it and think tom ford. but in reality demna pushed the zarafication of gucci even further. apart from the accessories, you have no reason to buy any of the clothes from gucci. literally just go to zara. if he doesn’t bring anything new to this in his third outing, I don’t think they will keep him around for much longer.
Demna has repeatedly mentioned that we won’t see his original vision until February. These two collections he has done for Gucci so far are just explorations of the archives……so not surprising by the tom ford feel
The shoes are HOT. This collection me realize what Sabato’s Gucci was missing… any real sense of attitude. It was so emotionally flat.
Demna did his best to try and ruin Balenciaga, hope he doesn’t do the same at Gucci. Most of us want beautiful, wearable items. Demna seems to value the off beat oddity instead. Sure, innovation is great but wearability and longevity are more important IMO.
Demna is on the right track. Love this collection. Tom Foord Gucci with an irreverent twist.
Fabulous! It’s a good start and so hot & sexy collection! Definitely will guy some pieces from this line but can’t wait to see the full show in February 2026! Well done Demna
How boring…. Every year, every collection, and every designer does “archival revival.”