Gucci is entering a new era and Demna is already sketching its contours with Generation Gucci, a lookbook imagined as the backstage of a runway that never happened.
Shot through the designer’s signature off-kilter gaze, the project is a time-bending study in House codes, blending decades of archival references into a single, hypnotic narrative. It’s a teaser of what’s to come when his first full vision for Gucci debuts in February.
The collection opens with tailoring that feels weightless yet storied: silk faille woven to mimic the patina of time, cut into sculptural two-piece suits and sleek pencil skirts that clasp shut with minimalist fastenings instead of buttons. Denim gets the futurist treatment with seamless construction and invisible pockets, while travel suits in liquid silk move with the ease of pyjamas, elegance without effort.
Demna’s play with form continues in pieces inspired by surfer wetsuits, translating their curves into technical mocknecks and body-hugging leather jackets. Outerwear is dreamy and tactile: coats assembled from silk, feathers, goat hair, and shearling, linked like couture puzzles atop sheer foundations.
Then comes the party palette, underwear-inspired separates, draped miniskirts paired with silk blousons, and gowns that fall in fluid jersey and chiffon.
The finale nods to the House’s 70s and 90s spirit: Web-striped racer jackets, sliced Double G belt buckles, equestrian-print silks, and head-to-toe leather and suede.
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