Demna has proven his sharp instinct to build bridges between generations and to understand what’s important in today’s day and age, both visually and spiritually. In the past, his undeniable success solidified the interest in and knowledge of fashion most of us have nowadays. He knows how to transfer that niche world into a viral stream. But his arrival at Gucci has set everyone’s expectations even higher up, as he’s shown he is much more than a skilled communicator and brand builder in his Fall/Winter 2026 debut for the Italian House.
In Generation Gucci, his latest campaign, Demna himself steps in as the photographer of the eighty-four looks that make up the collection. You probably remember Alex Consani as La Bomba, don’t you? Well, now it’s time to also portray other icons like Kate Moss, Amelia Gray, Vivian Wilson, and Emily Ratajkowski, among others, to keep expanding the idea of ‘la famiglia’ first introduced months ago. The family becomes an entire generation of people wearing Gucci and embodying different personalities, archetypes, and lifestyles — reminiscent of the latest runway show in Milan.
The work the Gucci team has put into this new era is very well calculated, and it shows. This is a potpourri of what we crave most: clever nods to archive pieces as well as a new approach to everyday lifestyle, which also connects with the surprise appearance of rappers Fakemink and Nettspend on the runway.
The collection centres on sharply tailored womenswear, with slim-cut two-piece suits, leather and suede sets, and lightweight textured coats, alongside silk pieces featuring archival equestrian prints. Eveningwear leans into lingerie-inspired garments paired with flowing blouses and minimalist dresses in fluid fabrics. Accessories stand out with emblematic designs reimagined, including the Jackie 1961 in new proportions and the more angular Dionysus, while newer pieces like the Paparazzo bag reinforce Gucci’s signature codes, offering versatile options that transition effortlessly from casual to elevated looks.
