[GUCCI] Announces Second Advertising Campaign for 'GENERATION GUCCI'
Gucci has unveiled the second phase of its 'GENERATION GUCCI' campaign, featuring a short film directed by Jonathan Glazer that captures the essence of a new generation.
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- 📰 Published: April 28, 2026 at 01:00
- 🔍 Collected: April 27, 2026 at 16:31
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Images Courtesy of Gucci
The second 'GENERATION GUCCI' advertising campaign centers on a collective of diverse personalities embodying Gucci's new generation. Directed by filmmaker Jonathan Glazer, the short film is set in a motel on a night of a full moon, depicting a world that exists between reality and fantasy.
The short film features several figures, including Mariacarla Boscono and Alex Consani. Without direct awareness of one another, they cross paths in the transient space of the motel, where their different lives quietly intersect and their respective trajectories begin to gently connect.
Illuminating the way forward is a constantly shifting spotlight. People move in the same direction, drawn by something that, while lacking clear contours, exerts an irresistible pull. It evokes hope, yet remains in a place still out of reach—existing as a deeply shared sensation among them, even if invisible to the eye. As the light dissolves into the horizon, a quiet curiosity about the unseen future lingers as an afterglow. Within this dynamism, while each person shines as an independent existence, by being together, they give shape to a new generational image: 'GENERATION GUCCI.'
You can view the short film below:
https://www.youtube.com/watch?v=KH3rpTRwCq0
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 toward redefining luxury and fashion while celebrating creativity, Italian craftsmanship, and innovation.
Gucci is part of Kering, a global luxury group that manages the development of a series of renowned Houses in Fashion, Leather Goods, Jewelry, Eyewear, and Beauty.
For more information, please visit www.gucci.com.
The second 'GENERATION GUCCI' advertising campaign centers on a collective of diverse personalities embodying Gucci's new generation. Directed by filmmaker Jonathan Glazer, the short film is set in a motel on a night of a full moon, depicting a world that exists between reality and fantasy.
The short film features several figures, including Mariacarla Boscono and Alex Consani. Without direct awareness of one another, they cross paths in the transient space of the motel, where their different lives quietly intersect and their respective trajectories begin to gently connect.
Illuminating the way forward is a constantly shifting spotlight. People move in the same direction, drawn by something that, while lacking clear contours, exerts an irresistible pull. It evokes hope, yet remains in a place still out of reach—existing as a deeply shared sensation among them, even if invisible to the eye. As the light dissolves into the horizon, a quiet curiosity about the unseen future lingers as an afterglow. Within this dynamism, while each person shines as an independent existence, by being together, they give shape to a new generational image: 'GENERATION GUCCI.'
You can view the short film below:
https://www.youtube.com/watch?v=KH3rpTRwCq0
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 toward redefining luxury and fashion while celebrating creativity, Italian craftsmanship, and innovation.
Gucci is part of Kering, a global luxury group that manages the development of a series of renowned Houses in Fashion, Leather Goods, Jewelry, Eyewear, and Beauty.
For more information, please visit www.gucci.com.