Gucci unleashes its Pre-Fall 2026 collection, shot by Demna, the latest creative director.
Dubbed “Generation Gucci,” the collection arrives as a lookbook rather than a runway show — Demna’s first pre-collection for the Florentine house. His vision leans into archival codes, riffing on the Tom Ford era with slim silhouettes, minimalist closures, and a ‘90s-coded aesthetic
The lookbook features lightweight tailoring in silk faille, deliberately worn textures, and jackets that close with sleek metal clasps. Gucci’s signatures — GG monogram, Web stripes, and archival motifs — are reinterpreted with Demna’s oblique, conceptual gaze.
This marks Demna’s first major outing since taking the reins at Gucci in 2025. His debut runway show is slated for February 2026 during Milan Fashion Week, where “Generation Gucci” will set the stage for his broader creative direction. Expect layering techniques, archival mash-ups, and a minimalist yet expansive approach that bridges eras of Gucci’s heritage.
