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:


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