Gucci’s Contemporary Refresh Kickstarts with New Muses and a Campaign Shot by Demna

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Gucci has entered a new chapter under the creative leadership of Demna Gvasalia, who brings his distinctive and edgy style to the brand. He first presented his vision with the “La Famiglia” collection as a short film in September 2025, followed by his debut runway show in February 2026. Both collections reimagined Gucci’s classic style while respecting its history – the Fall/Winter 2026 line even drew inspiration from the popular Tom Ford years. Now, Demna is showcasing another fresh take on the brand with Generation Gucci.

The campaign, which originally launched as a surprise last year, is back with a new group of models. This time, 84 photos were taken by Demna, featuring friends and partners of the brand wearing updated versions of classic Gucci pieces. A key focus is on reimagined versions of popular Gucci bags, designed for today’s style. The campaign as a whole is a tribute to Gucci’s history, and prominently features a modern take on the iconic Jackie 1961 bag.

The updated Dionysus bag has a bolder look with more defined, angular lines. The collection also includes luxurious silk pieces, tailored suits, and statement outerwear. The look is completed with a signature smoky eye, reflecting the edgy glamour that designer Demna is famous for.

One of the highlights of the new campaign is the fresh footwear collection. For men, ballet flats offer a softer touch, balancing out the brand’s bolder, more edgy aesthetic.

Check out some of the campaign imagery above.

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2026-04-26 01:29