Through the “Generation Gucci” lookbook, Demna Gvasalia filters decades of Gucci signatures through his own sharply observed lens, pairing archival codes with character-driven styling that feels instinctive, irreverent and distinctly modern
Since stepping into Gucci’s creative helm, Demna Gvasalia has shaped the house through a character-driven perspective that still leaves room for its unmistakable glamour. Pre-Fall 2026 sharpens that balance further. Serving as an early glimpse into Demna’s evolving direction, the collection arrives through the “Generation Gucci” lookbook, photographed by the designer himself.
The imagery introduces a cast of personalities drawn from different chapters of Gucci’s history. It begins with a stripped-back tracksuit ensemble, punctuated by the instantly recognizable Web Trademark crossbody. The second look shifts attention toward an oversized bag, styled alongside horsebit mule loafers that subtly reference one of the house’s most enduring signatures.
Across the collection, the styling feels relaxed yet considered. A silk robe is unexpectedly paired with black velvet slip-ons, while seamlessly constructed denim keeps the ready-to-wear clean and understated, allowing the accessories to command attention.
Featuring a diverse lineup of models, the lookbook reinforces Demna’s ongoing interest in individuality and character. The result is a collection that feels personal, lived-in and undeniably Gucci.