Unpacking the Arrival of Generation Gucci

Presented as a lookbook shot by Demna for an imagined Gucci show that never took place, Generation Gucci explores archival and visual codes across different eras of the House. The project blends decades of product and imagery into one cohesive narrative, offering an early glimpse into Demna’s evolving vision for Gucci, set to be revealed in February.

The collection arrives in April 2026.

Scroll to see some of our favourite looks from the drop.