Gucci Unveils Its Pre-Fall Campaign

The next chapter of Generation Gucci has just been unveiled, and honestly it’s something work looking at.

Demna has been quietly getting the job done, debuting his first show in February in Milan, and now the campaign follows, making one thing very clear: this is a new Gucci.

Photographed by Demna himself across 84 images, the campaign reads like a living lookbook built around a new cast of faces that feel like the next chapter of the House. Sharp two-piece suits, head-to-toe leather, equestrian-print silk that nods to archival scarves, all the sartorial precision you’d expect. Then the mood shifts: underwear-inspired pieces layered with silk blousons, fluid jersey gowns, silk chiffon that moves like it has somewhere to be. Shoes follow the same logic: sleek, uncluttered, almost dancer-like.

But the accessories are where it all clicks. The Jackie 1961 returns in new proportions, the Dionysus gets sharper edges, and the Paparazzo bag lands as the quiet hero of the collection — Web stripe, Horsebit hardware, and that unmistakable vibe of Gucciness that works just as hard with a white tee as it does with a full look.

PHOTO CREDIT: Gucci