Gucci has unveiled its Pre-Fall 2026 collection, titled “Generation Gucci,” a pivotal statement created entirely by Creative Director Demna. In a rare move for a luxury house, Demna not only designed the collection but also served as the photographer for the entire lookbook. The resulting imagery offers a highly controlled, intimate, and conceptual vision for the brand, setting the aesthetic direction for his future runway collections.
The collection acts as a potent and direct homage to Gucci’s seminal “golden era” under Tom Ford in the 1990s. Demna’s photographs deliberately recreate the stark, dark backdrops and single spotlighting that defined Ford’s runway shows. This sharp aesthetic pivot showcases streamlined, slim-fit tailoring, fitted leather jackets, and body-conscious silhouettes a move away from the exaggerated, oversized shapes previously associated with the designer.
With “Generation Gucci,” Demna focuses on the architecture of luxury through materials like supple suede, intricate shearling, and silk-cashmere blends, emphasizing a lightness of form despite the rich textiles. The collection is a careful blend of archival codes, integrating details from the ’70s and ’80s into the foundational ’90s silhouette, creating a complex, defined wardrobe for the modern consumer.
By taking dual creative control, Demna has presented the clearest and most assertive indication yet of his direction for the house. The Gucci Pre-Fall 2026 collection successfully merges a sense of archival reverence with a clean, contemporary aesthetic, proving that the designer is prepared to challenge both his own reputation and the expectations of the historic Italian brand.
