Gucci Introduces Generation Gucci — A New Era for the House Arrives

Gucci has unveiled Generation Gucci — and it is one of the most considered campaign and collection presentations the House has delivered in recent memory. At its center is a short film directed by Jonathan Glazer, set in a motel at night under a full moon, existing somewhere between reality and something far more surreal. Starring Mariacarla Boscono and Alex Consani alongside a cast of characters who cross paths almost unknowingly, the film is as much a mood as it is a narrative — a shifting spotlight guiding a group forward toward something not entirely defined but undeniably compelling. Something hopeful, just out of reach. In this shared dynamic, each presence holds its own, but it is together that they come to define Generation Gucci.

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The collection itself unfolds through 84 images — one per look — conceived as a near-lookbook and photographed by Demna. It brings together elements from different decades of the House, combining archival references with new propositions in a way that feels both deeply considered and entirely modern. Sartorial womenswear is anchored by two-piece suits with slim-fit pants and head-to-toe leather and suede looks. Textured coats arrive with lightness, equestrian-print silk ensembles draw on archival scarves, and a party wardrobe of underwear-inspired garments worn with silk blousons and fluid jersey gowns rounds out the offering.

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Accessories are the collection’s most compelling chapter. The Jackie 1961 is reimagined in new proportions, the Dionysus takes on a sharper, more angular silhouette, and the Paparazzo bag emerges as the key expression of the season — the Web stripe and Horsebit hardware lending an effortless sense of Gucciness that works as readily with the most casual look as the most dressed-up. Generation Gucci has arrived, and it is worth paying attention to.