Demna presents Generation Gucci as a photographed lookbook that imagines a Gucci show that never occurred. He uses this format to study the House through several eras, merging archival references, past imagery and early concepts into a unified visual language. The project offers clues to his upcoming direction while leaving space for the full collection debut in February.
LOOKBOOKS
The lookbook begins with lightweight tailoring in archival silk faille designed with an aged handfeel. Womenswear suits close with discreet clasps rather than buttons, giving shape to two-piece sets with legging-fit trousers and a sharp pencil skirt. Minimal jeans arrive with invisible pockets and concealed closures. Silk travel suits offer lounge comfort, and surfer wetsuits influence the cut of a technical mockneck and a fitted leather jacket.
Outerwear shifts into textured coats assembled from strips of shearling, silk, goat hair and feathers. Demna constructs these pieces on sheer bases and linings, which gives the coats a sense of lift and fluid structure. The collection then turns to a party wardrobe built from underwear-inspired garments, silk blousons, draped miniskirts with matching tops and gowns in jersey and chiffon.
Demna revisits signatures from the 70s and 90s with racer jackets that feature a Web stripe and belts that present a sliced interpretation of the Double G buckle. Full leather and suede looks reinforce this direction, while equestrian-print silk pieces draw from archival scarf designs. The mix forms a dialogue between past codes and Demna’s research focus.
Footwear follows clean, elongated lines. Valigeria-inspired ballerinas return in men’s sizing, and loafers adopt the unstructured feel of dancing shoes. Stilettos feature cushioned footbeds and heels crafted without seams. Classic loafers appear again with metal spikes, hinting at personal customization through wear.
The accessories group introduces the Lunetta Phone+ bag in monogrammed canvas and chainmail, designed to hold everyday essentials. The Jackie 1961 shifts into a compact rectilinear silhouette or appears enlarged and softened in calfskin and croc. The Dionysus bag takes on a new angular shape that pushes its signature hardware into a sharper profile.
Generation Gucci serves as a preview of Demna’s study of the House and its coded history, presented as a fictional runway moment staged through images. The full collection arrives in April 2026.
