Gucci sets the tone for its next phase with The House Presents: Generation Gucci, a campaign built around a collective that reflects a new identity for the House. Shot by Demna, the project unfolds across 84 images, each tied to a single look, landing somewhere between a lookbook and an editorial. It is a clean, direct format that keeps the focus where it should be.
The collection pulls from multiple decades of the House, blending archival references with new propositions. Tailored womenswear leads with slim-fit two-piece suits, alongside head-to-toe leather and suede. Textured coats come through with a lighter feel, while equestrian-print silk ensembles draw from archival scarf motifs.
Eveningwear follows the same approach without shifting too far off course. Underwear-inspired pieces are paired with silk blousons, while minimal gowns in jersey and silk chiffon keep the silhouettes fluid and controlled. Footwear stays streamlined, from Valigeria-inspired ballerinas now offered in men’s sizes to loafers designed with the lightness of dancing shoes.
Accessories ground the collection. The Jackie 1961 is reworked in new proportions, the Dionysus sharpens into a more angular shape, and the Lunetta Phone+ shoulder bag leans into daily function. The Paparazzo bag stands out, combining the Web stripe and Horsebit hardware into a design that moves easily between casual and more dressed-up looks.
Generation Gucci keeps its message focused. It connects the House’s past with a new perspective, delivering a campaign that feels considered without overstatement.