The Gucci Spring Summer 2026 campaign, Generation Gucci, marks a decisive shift for the Florentine house under the direction of Demna Gvasalia, who makes his debut not only as creative director but also as photographer and visual author.

Accessories act as anchors within this fluid system, with icons such as the Jackie 1961 and Dionysus handbags joined by the newly introduced Paparazzo bag, reinforcing continuity amid reinvention.

Technically, the collection advances a “subversion of the classic.” Lightweight tailoring in archival silk faille is engineered to evoke an aged handfeel, while womenswear silhouettes—legging-fit suits and pencil skirts—eliminate visible hardware in favor of concealed closures. Hybrid garments further blur boundaries: wetsuit-inspired mocknecks meet bodycon leather, while peignoir-style coats merge shearling and goat hair with sheer foundations. Footwear follows suit with seamless, Valigeria-inspired construction.

Beauty direction sharpens the campaign’s precision, with makeup by Sam Visser and hair by Anthony Turner reinforcing its sculptural, controlled aesthetic.

Generation Gucci ultimately operates as both framework and manifesto—an intellectually rigorous opening chapter that positions Gucci as a house embracing multiplicity, complexity, and a renewed cultural dialogue under Demna’s authorship.

Full Credits:

Creative Director, Photographer: Demna Gvasalia

Models: Aida Buarat, Ardi Hodzic, Bianca Huisman, Diane Chiu, Diya Zhang, Elina Gunawardena, Emm Arruda, Estelle Marlow, Gabby Dobbins, Gloria Maria, Green Kim, Henry Rank, James Moody, Kai Wijers, Khadim Sock, Mack Karpes, Mimi Dey, Rayssa Ricardo, Reece Nelson, Tetiana Marchuk, Tongtong Chen

Makeup: Sam Visser

Hair: Anthony Turner