How Demna brings a new Gucci story to life

Generation Gucci unfolds as a story told through Demna's eyes. Imagined as a lookbook of a show that never took place, it captures his personal journey through Gucci's past. It brings together the familiar details, archival textures and visual cues that have shaped the House over the years, weaving them into a unique narrative that feels thoughtful and intimate. It offers a gentle glimpse into the creative direction it will reveal in February.

More than a clothing presentation, Generation Gucci reads as an artistic reflection on what makes the House so distinctive. Demna revisits classic elements and gives them a softer and more modern touch. The result is a collection that feels rooted in memory and renewed with new clarity. It becomes a silent dialogue between heritage and innovation, honoring the past and opening the door to what will come next.

Tailoring that feels natural and effortless

The collection begins with lightweight tailoring that feels effortlessly refined. Crafted from archival silk faille, the fabric conveys the gentle softness and character of age, giving each piece a naturally elegant texture. Instead of relying on a traditional structure, the designs move with a simple, modern fluidity. In women's fashion, buttons are replaced by delicate and minimalist closures, allowing garments to be closed in a simple and elegant way. Two-piece suits with legging pants and Gucci's iconic pencil skirt glide smoothly over the body, combining classic shape with contemporary ease.

Each silhouette demonstrates careful attention to proportion and movement. The lines honor the precision of traditional tailoring while feeling light, modern and wearable. With no visible fasteners to interrupt the flow, the craftsmanship quietly shines, letting the shape and drape of each piece speak for itself.

Minimalist denim and technical design

Denim appears in its most refined form. The jeans are made without seams, creating a smooth, uninterrupted line. Invisible pockets and hidden zippers contribute to a feeling of quiet sophistication. This minimalist approach transforms a familiar garment into something discreetly luxurious. Technical inspiration emerges in the form of sculpted mock collars and fitted leather jackets, inspired by surfer wetsuits. These designs combine performance with elegance, reflecting the collection's inventive yet wearable approach.

Coats that feel weightless

The outerwear of the Gucci Generation takes on an almost ethereal quality. The coats are made with the lightness of a robe and designed to move with grace. Strips of sheepskin are combined with silk, goat hair and feathers, arranged in intricate patterns on transparent bases and linings. The result is an outer garment that feels weightless but structured, a delicate balance between craftsmanship and art. Every detail reflects Gucci's dedication to material innovation, where texture and technique come together to create a feeling of refined harmony.

fun nightwear

The bedside cabinet exudes a fun and at the same time refined elegance. Lingerie-inspired pieces are paired with soft silk blouses, while draped miniskirts and matching blouses create a look that's both lively and sophisticated. Flowing knit and silk chiffon dresses move with effortless grace, capturing the youthful glamor and carefree charm that have always been at the heart of the House.

How is Gucci reimagining its heritage?

Generation Gucci revisits key styles from the '70s and '90s with a modern perspective. Racer jackets feature the iconic Web stripe, while belts offer a new take on the Double G buckle. Leather and suede ensembles, along with equestrian-print silk inspired by archival scarves, honor Gucci's history while feeling completely contemporary.

The collection's footwear emphasizes refined comfort and fluid design. Ballet flats inspired by vintage travel items return in men's sizes, and loafers are light and flexible like dancing shoes. Stiletto heels feature cushioned insoles and seamless heels, while classic loafers enhanced with subtle metal tips feel personal and inspired by traditional heirlooms.

Accessories are reinterpreted with fresh energy. Crafted from monogrammed canvas and chain mail, the Lunetta Phone Plus bag lets you carry your essentials with ease. The Jackie 1961 appears as a compact rectilinear shape or a softened and enlarged shape in calfskin and crocodile, while the Dionysus bag takes on a sharper, more angular silhouette. Each piece balances heritage with modernity in a distinct and elegant way.

How does Gucci's vision come together in this collection?

From the first tailored suit to the latest bag, Generation Gucci tells a personal, modern and elegant story. It pays tribute to the House's legacy and showcases Gucci in a fresh and contemporary way. The collection reflects the past, present and future, balancing tradition with innovation and leaving a lasting impression. Each piece feels carefully crafted, combining timeless elegance with playful creativity, inviting wearers to experience the spirit of Gucci in every detail.