GENERATION GUCCI: Demna photographs The New Campaign

Gucci unveils GENERATION GUCCI, a campaign spotlighting a new wave of individuals shaping the house’s identity today. Captured by Demna, it reflects a shift toward a more personal, collective vision of Gucci.

The collection blends eras with ease — archival references meet contemporary cuts through sharp tailoring, leather and suede sets, and softly structured outerwear. Silk pieces with equestrian motifs echo the house’s heritage, reworked for now.

Footwear stays minimal and precise, from ballet flats extended into menswear to lightweight loafers inspired by dance. Accessories ground the collection: the Jackie 1961 and Dionysus return in updated forms, alongside new silhouettes like the Lunetta Phone+ and Paparazzo bag, defined by signature Web and Horsebit details.

With GENERATION GUCCI, Gucci reframes its codes — not as nostalgia, but as a foundation for what comes next.

Check out some of our favourite shots:


Demna is the New Artistic Director of Gucci

Kering and Gucci are delighted to announce the appointment of Demna as the House’s new Artistic Director, starting early July 2025.

Demna, Artistic Director of Balenciaga since 2015, has redefined modern luxury, earning global recognition and cementing his authority on the industry.

François-Henri Pinault, Chairman & CEO of Kering, stated: “Demna's contribution to the industry, to Balenciaga, and to the Group's success has been tremendous. His creative power is exactly what Gucci needs. As I thank him for everything he has accomplished over the past 10 years, I look forward to seeing him shape Gucci’s new artistic direction.”

Francesca Bellettini, Kering Deputy CEO in charge of Brand Development, said: “Demna’s profound understanding of contemporary culture, coupled with his extensive experience in conceiving visionary projects, has established him as one of the most influential and accomplished creatives of his generation. His appointment as Artistic Director is the perfect catalyst to reignite Gucci’s creative energy. I look forward to the collaboration of Demna and Stefano as they lead Gucci into a new era of success.”

Stefano Cantino, CEO of Gucci, said: “I have always admired Demna's creative approach, that is both unique and powerful. His ability to honor the iconic legacy of a brand while embracing a modern sensibility is extraordinary. With Gucci’s strengthened foundations as a springboard, Demna will lead the House towards renewed fashion authority and enduring cultural relevance.”

Demna said: “I am truly excited to join the Gucci family. It is an honor to contribute to a House that I deeply respect and have long admired. I look forward to writing together with Stefano and the whole team a new chapter of Gucci's amazing story.”

Balenciaga Spring/Summer 2020: The Campaign

Demna Gvasalia unveiled his Spring/Summer 2020 campaign for Balenciaga, starring Marius Courcoul, Ivo Raspudic, Jarno Parkkima, and Zhuo Chen.

Balenciaga AW 2019-2020 at Paris Fashion Week

Demna did it again, as he managed to present us another fresh view of the ‘New’ Balenciaga era.

Showcasing more than 100 looks in total and with menswear being a very strong presence on the catwalk, he managed to deliver what his fans and the fashion world was expecting to see at Paris Fashion Week.

Noteable 90s elements, extra-wide shoulders, bold colours, clean lines and the ‘Demna’ tailoring on its best; here are some of our favourite menswear looks at Balenciaga Ready to Wear Collection.

photography: vogue.com