Gucci returns to New York City with the new GucciCore campaign, photographed by Peter Funch. Following the collection’s runway debut in Times Square in May 2026, the House takes its latest designs into the streets, placing different personalities and approaches to dressing within the everyday activity of the city. The campaign explores individual style through group portraits, reflecting the diversity of people who share New York’s public spaces.
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Funch captures groups of individuals walking through the city, drawing from his longstanding interest in how people interact with their surroundings. His photographs explore the relationship between personal identity and collective activity, allowing different characters to occupy the same frame. Their clothing, expressions and movements create a visual record of the city’s varied approaches to fashion.
The photographer’s connection to New York extends through his earlier work. Between 2007 and 2016, Funch developed 42nd and Vanderbilt, a photographic project that documented pedestrians passing through the same Manhattan intersection near Grand Central during morning commuting hours.
Under Demna, GucciCore introduces a collection of practical clothing that forms the foundation of the House’s current stylistic direction. Peacoats, trench coats, tailored business suits, essential shirts and pencil skirts establish the wardrobe’s main components. Gucci approaches these familiar garments through its Italian design identity, incorporating glamour and refined dressing into pieces that serve everyday purposes.
The campaign places particular attention on how individuals interpret these wardrobe staples. A tailored suit can communicate a different attitude depending on its wearer, while outerwear acquires character through styling and proportion.
The collection also introduces more elaborate materials and decorative treatments. Reversible technical outerwear appears alongside soft leather, while Gucci’s familiar Web stripe takes the form of a bandeau top. Sequins, beaded fringes and feather embroidery introduce additional texture to menswear, extending the collection beyond its tailored foundations.
Gucci first presented GucciCore during its Cruise 2027 runway show in Times Square, bringing the collection directly into one of New York’s busiest public locations. New York also holds an important place in Gucci’s history. The House opened its first store outside Italy in the city in 1953, establishing a connection that continues through the latest runway presentation and campaign.
