GENERATION GUCCI: The Lookbook of the Show that Never Happened

Presented as a lookbook shot by Demna of an imaginary Gucci show that never happened, Generation Gucci represents his ongoing research into archival and visual codes across different eras of the brand’s history, seen through Demna’s lens.

It combines different generations of product and imagery into one aesthetic narrative, anticipating his personal vision for the House, which will be revealed in February.

The collection will be available from April 2026.

Check out more on Gucci.com

THE TIGER: Watch HERE the New Short Film by Gucci

Gucci unveils The Tiger, a new short film directed by Spike Jonze and Halina Reijn, showcasing pieces from the Gucci: La Famiglia collection, conceived by Artistic Director Demna Gvasalia.

The story of The Tiger follows Barbara Gucci, Head of Gucci International and Chairman of California, as she gathers her children and a special guest at the family home to celebrate her birthday. Beneath the polished surface, Barbara struggles to balance everything: upholding the company’s reputation, impressing a guest of honor, being a mother, and her desperate attempt to control it all. When the night takes an unexpected turn, her carefully crafted façade cracks and teeters on collapse as the family attempts to find a new way.

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.