Announcing the 'GENERATION GUCCI' Advertising Campaign by Demna
Gucci has unveiled its 'GENERATION GUCCI' advertising campaign. Artistic Director Demna personally photographed all 84 looks, featuring a diverse cast that embodies the new generation of Gucci and blending archive codes with fresh designs.
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- 📰 Published: April 24, 2026 at 03:04
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Images Courtesy of Gucci
Images Courtesy of Gucci
The 'GENERATION GUCCI' advertising campaign stars a collective of diverse personalities who embody the new generation of Gucci. The campaign is structured to evoke a lookbook, featuring 84 visual images corresponding to all 84 looks of the 'GENERATION GUCCI' collection. All of the photographs were taken by Artistic Director Demna himself.
The collection incorporates elements from various eras of Gucci, fusing archival design codes with new propositions. In womenswear, two-piece suits paired with slim-fit pants and head-to-toe leather or suede looks exude a sartorial charm. Richly textured coats are lightly tailored, and silk ensembles featuring equestrian prints inspired by archival scarves also make an appearance.
The wardrobe designed for party scenes combines lingerie-inspired items with silk blousons or minimalist dresses tailored from flowing jersey and silk chiffon. The shoes feature refined lines, and ballerina shoes inspired by luggage—Gucci's origin—are newly introduced in men's sizes. Loafers with clean lines offer the flexibility and lightness of dance shoes.
Bags stand out as the keystone of the collection. The [Gucci Jackie 1961] is reinterpreted with new proportions, while the [Dionysus] bag is reborn with a sharper, edgier look. The [Lunetta] shoulder bag beautifully accommodates everyday essentials. And the [Paparazzo] bag, symbolizing the fusion of brand codes, naturally complements any look from casual to dress-up, while its Web stripe and Horsebit hardware leave a strong impression of Gucciness.
GUCCI
Founded in Florence in 1921, Gucci is one of the world's leading luxury fashion brands. Under the leadership of President and CEO Francesca Bellettini and Artistic Director Demna, Gucci continues its journey to redefine luxury and fashion while celebrating creativity, Italian craftsmanship, and innovation.
Gucci is part of the global luxury group Kering, which manages the development of a series of renowned Houses in Fashion, Leather Goods, Jewelry, and Eyewear.
For more information, please visit www.gucci.com.
Images Courtesy of Gucci
The 'GENERATION GUCCI' advertising campaign stars a collective of diverse personalities who embody the new generation of Gucci. The campaign is structured to evoke a lookbook, featuring 84 visual images corresponding to all 84 looks of the 'GENERATION GUCCI' collection. All of the photographs were taken by Artistic Director Demna himself.
The collection incorporates elements from various eras of Gucci, fusing archival design codes with new propositions. In womenswear, two-piece suits paired with slim-fit pants and head-to-toe leather or suede looks exude a sartorial charm. Richly textured coats are lightly tailored, and silk ensembles featuring equestrian prints inspired by archival scarves also make an appearance.
The wardrobe designed for party scenes combines lingerie-inspired items with silk blousons or minimalist dresses tailored from flowing jersey and silk chiffon. The shoes feature refined lines, and ballerina shoes inspired by luggage—Gucci's origin—are newly introduced in men's sizes. Loafers with clean lines offer the flexibility and lightness of dance shoes.
Bags stand out as the keystone of the collection. The [Gucci Jackie 1961] is reinterpreted with new proportions, while the [Dionysus] bag is reborn with a sharper, edgier look. The [Lunetta] shoulder bag beautifully accommodates everyday essentials. And the [Paparazzo] bag, symbolizing the fusion of brand codes, naturally complements any look from casual to dress-up, while its Web stripe and Horsebit hardware leave a strong impression of Gucciness.
GUCCI
Founded in Florence in 1921, Gucci is one of the world's leading luxury fashion brands. Under the leadership of President and CEO Francesca Bellettini and Artistic Director Demna, Gucci continues its journey to redefine luxury and fashion while celebrating creativity, Italian craftsmanship, and innovation.
Gucci is part of the global luxury group Kering, which manages the development of a series of renowned Houses in Fashion, Leather Goods, Jewelry, and Eyewear.
For more information, please visit www.gucci.com.