Gucci has unveiled Generation Gucci, a lookbook conceived and photographed by Demna as a fictional runway show for a collection that never happened. The project acts as a creative laboratory ahead of his first official collection in February, blending decades of Gucci’s visual language into a single, reimagined narrative.

The looks open with ultra-light tailoring in archival silk faille, fastened not with buttons but discreet clasps on sharp two-piece suits, legging-cut trousers and streamlined pencil skirts. Minimal jeans appear in seamless, pocketless constructions, while silk travel suits mimic the ease of pyjamas. Wetsuit silhouettes inspire technical mocknecks and body-hugging leather jackets.

Outerwear becomes highly tactile, coats made from latticed strips of shearling, feathers, goat hair and silk, all arranged atop sheer bases for weightless movement. Partywear leans into intimacy with underwear-inspired pieces, draped minis and fluid jersey gowns. Demna reworks 70s and 90s Gucci signatures through Web-striped racer jackets, sliced Double G belt buckles, full leather and suede looks, and equestrian-print silk ensembles lifted from archival scarves.

Footwear is refined and elongated: Valigeria ballerinas return in men’s sizes; loafers are crafted with the softness of dance shoes; stilettos feature cushioned footbeds and seamless heels; classic loafers appear reimagined with metal spikes.

Bags take on sculptural new shapes: the Lunetta Phone+ in monogram canvas and chainmail; the Jackie 1961 reinterpreted in both compact and oversized forms; and the Dionysus redesigned with a sharper, more angular silhouette.

Shot by Demna with make-up by Sam Visser and hair by Anthony Turner, Generation Gucci offers not a retrospective but a preview, a glimpse of the inventive, hybrid language he is building for the House’s next era.

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