Gucci presents Generation Gucci through a campaign photographed by Demna, who defines its visual direction. The project introduces a party wardrobe shaped through a tighter, more controlled approach. Smokey eye makeup anchors the imagery, acting as a defining element across each look. The styling moves away from heavy layering, focusing on direct silhouettes and reduced ornamentation. Underwear-inspired garments appear throughout, paired with minimal gowns in jersey and silk chiffon.
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The campaign unfolds through eighty-four images, each dedicated to a single look. Demna builds the series through references that span multiple decades of the house, with a clear focus on the Tom Ford era. These references inform the structure of the collection without repeating past designs.
Generation Gucci first appeared last December through a surprise drop that took the form of a lookbook. That release imagined a 1990s runway show that never took place. This campaign continues that direction, pushing further into archival material and reshaping it through proportion and styling.
Accessories play a central role in this update. The Jackie 1961 appears with revised proportions, altering its established structure. The Dionysus bag takes on a more angular silhouette, refining its shape. The Paparazzo bag, defined by its top-handle construction and horsebit detail, gains prominence within the campaign. The Lunetta Phone+ shoulder bag addresses everyday use, offering a compact format for essential items. The Web band and Horsebit hardware remain consistent elements across these designs.
Footwear continues this direction with Valigeria-inspired ballet flats now in men’s sizes, while loafers take on a lighter construction described as “the unstructured lightness of dancing shoes.” The ready-to-wear offering supports this approach. Slim-cut two-piece suits define the tailoring, paired with leather and suede sets that maintain a controlled structure. Textured coats introduce a lighter feel, while silk garments feature equestrian prints drawn from archival scarves.
