Photographed by Peter Funch, the Fall/Winter 2026 GucciCore campaign revisits New York’s place in the brand’s history while exploring the distinct personalities that shape Demna’s vision
New York has long played a distinctive role in Gucci’s history. In 1953, the Italian house opened its first store outside Italy in the city. By the 1980s, New York was also home to the Gucci Galleria, a private space tucked above the brand’s Fifth Avenue flagship. That legacy informed the Fall/Winter 2026 collection, GucciCore, which pays tribute to the Galleria while distilling the house’s identity into a new core wardrobe.
Following the show, Gucci returns to the city for a campaign that brings this homecoming into focus. Photographed by Peter Funch, the GucciCore campaign unfolds across New York through a series of group portraits, continuing an approach Demna has employed since taking the helm at Gucci. Against the city’s urban backdrop, each image brings together a cast of distinct personalities, with individual approaches to dressing reflecting the many ways the collection can be worn.
At the heart of the campaign is the GucciCore collection, conceived as the foundation of the house’s stylistic language. Practical, wearable staples, including peacoats, trench coats, business suits and essential shirts, sit alongside expressions of Italian glamour and elegance. Together, these pieces establish a versatile wardrobe that retains Gucci’s distinctive character, balancing everyday function with the house’s enduring sense of style.