Gucci Unveils “Generation Gucci”, Demna’s First Campaign for the House
At the creative helm of Gucci for just over a year, Demna has officially revealed his very first campaign for the Italian luxury house. Known for reshaping the visual language of modern fashion through cultural commentary, internet aesthetics, and provocative storytelling, the designer once again pushes boundaries with a campaign that feels both cinematic and deeply rooted in Gucci’s heritage.
Following the impact of his September 2025 Milan Fashion Week film-show The Tiger and his highly anticipated runway presentation earlier this year, Demna now takes on another role: photographer. For this debut campaign, the creative director personally captured 84 images featuring 84 looks, constructing a visual manifesto that introduces Gucci’s new era.
The campaign presents a collective of personalities chosen to embody the evolving identity of the house. Rather than relying on traditional luxury archetypes, Demna focuses on individuality, attitude, and cultural contrast. The result is a series of images where Gucci’s iconic heritage codes collide with modern silhouettes, internet culture references, and contemporary styling.
Fashion-wise, the collection balances structure and sensuality. Tailored suits appear alongside full leather and suede silhouettes, textured outerwear, and flowing silk ensembles inspired by equestrian motifs deeply tied to Gucci’s DNA. Eveningwear also plays a central role, with lingerie-inspired pieces revisiting the ongoing revival of the “porno chic” aesthetic currently dominating luxury fashion conversations.
Accessories remain one of the strongest elements of this new Gucci chapter. Demna revisits the house’s emblematic scarves while introducing ballet flats inspired by Gucci Valigeria luggage craftsmanship. These designs are now expanded into menswear, alongside supple loafers that reinterpret classic Italian elegance through a softer and more contemporary lens.
The iconic Jackie 1961 bag returns in updated proportions, while the Dionysus adopts sharper, more architectural lines. Meanwhile, the new Paparazzo bag emerges as one of the standout pieces of the campaign. Combining signature Gucci elements such as the Web stripe and Horsebit hardware, the design reflects Demna’s ability to merge archive references with modern cultural storytelling.
More than a campaign, this project feels like a declaration of intent. Through photography, casting, styling, and accessories, Demna positions Gucci as a house fully aware of its past while unapologetically connected to the aesthetics and conversations shaping contemporary culture.
With this first campaign, Demna confirms that his Gucci is not simply about fashion. It is about narrative, identity, and the constant dialogue between luxury heritage and the visual language of today’s generation.
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