Generation Gucci

From casting talent to designing collections and now directing the campaign himself, Demna continues to expand his creative influence - and makes it look effortless.

His debut vision for Gucci, Generation Gucci, unfolds through 84 looks that celebrate the house’s heritage without feeling nostalgic. Precise tailoring, luxurious leather, fluid silks, and iconic Gucci signatures are reimagined with a fresh perspective, creating a collection that feels timeless rather than trend-driven.

Accessories take center stage with equal confidence. Familiar icons return in refined new proportions, while fresh handbag silhouettes introduce a new chapter for the house - equally suited to everyday luxury and fashion’s biggest moments.

Instead of relying on dramatic transformation, Demna focuses on evolution. The result is a collection that feels assured, intentional, and unmistakably Gucci while opening the door to its next era.