Gucci’s New GucciCore Campaign Turns the Streets of New York Into a Runway
GucciCore campaign: Gucci unveils its new campaign shot by Peter Funch in New York, starring peacoats, trenches, suits and the pencil skirt.
Gucci has unveiled the GucciCore campaign, announced in Milan on October 21, 2026, and it puts the collection right where it began: on the streets of New York. Photographed by Peter Funch, the campaign unfolds in a series of images that gather groups of individuals across the city, a visual statement the House frames as “a portrait of plurality in New York.”
Photo Credit: Peter Funch for Gucci
Funch was a fitting choice. The campaign draws on the photographer’s “longstanding exploration of the relationship between the individual and the collective within urban spaces,” and the images reflect what Gucci calls the plurality at the heart of GucciCore: “different people, styles, and ways of wearing clothes intersecting much like the streets of New York itself.”
The campaign spotlights the GucciCore collection, which was first revealed on the runway in Times Square in May. Gucci conceived it as “the foundation of the House’s stylistic language,” meaning this is less a seasonal statement than a wardrobe the brand intends to build on.
Photo Credit: Peter Funch for Gucci
The pieces themselves are deliberately practical. GucciCore brings together pragmatic, wearable staples — the peacoat and the trench, the business suit, the essential shirt and the pencil skirt — alongside expressions of Italian glamour and elegance, forming what the House describes as “a core wardrobe that is unmistakably Gucci.”
Photo Credit: Peter Funch for Gucci
It is also a clear marker of where Gucci stands under President and CEO Francesca Bellettini and artistic director Demna. Founded in Florence in 1921 and part of the Kering group, the House is leaning into essentials rather than spectacle, and setting them against New York crosswalks makes the point better than any runway could.
Photo Credit: Peter Funch for Gucci
The GucciCore collection is available now at Gucci.
Shop the GucciCore wardrobe, from pinstripe tailoring to printed silk shirts, below.
Gucci Pinstripe wool silk coat, $4,500
Photo Credit: Courtesy of Gucci
Gucci Pinstripe silk wool jacket, $3,800
Photo Credit: Courtesy of Gucci
Gucci Printed silk habotai shirt, $1,980
Photo Credit: Courtesy of Gucci
Gucci Printed silk satin shirt, $1,750
Photo Credit: Courtesy of Gucci
Gucci Pinstripe wool pencil skirt, $1,400
Photo Credit: Courtesy of Gucci
Gucci Starlet medium shoulder bag, $2,390
Photo Credit: Courtesy of Gucci
Gucci Mikado silk jacket, $3,800
Photo Credit: Courtesy of Gucci
For more of Haute Living’s fashion coverage, see GucciCore Takes Over New York.
Frequently Asked Questions
Who photographed the GucciCore campaign?
Peter Funch photographed the campaign across New York.
When was the GucciCore collection first shown?
On the runway in Times Square in May 2026.
What pieces are in the GucciCore collection?
Staples including the peacoat, trench, business suit, essential shirt and pencil skirt, alongside expressions of Italian glamour and elegance.
Who is Gucci's artistic director?
Demna, with Francesca Bellettini as President and CEO.
When was the GucciCore campaign announced?
In Milan on October 21, 2026.
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