GUCCI: GENERATION GUCCI by Demna ss26 campaign
Gucci's latest campaign is simple on purpose. It's called "Generation Gucci," shot by creative director Demna himself in April 2026, right after his first runway for the house.
There are no Italian streets or big stories. Every photo is a model sitting on a solid color box — green, purple, yellow, pink, brown, black — with a matching background and a big white GUCCI logo across the front.
The clothes are a mix of old Gucci and new Demna. You see sharp blazers, black leather jackets with the red-and-green stripe, flared jeans, short rompers, fluffy coats and pink suits. Everything is styled tight and clean so the bags stand out.
And the bags are the point. The GG monogram crossbody, the gold Dionysus, the Horsebit 1955, the duffle and the trunk — all the house classics — are held front and center.
It's Demna's reset in one image: take the archive, put it on a color cube, and let a new generation of models wear it like it's theirs.
STREET STYLE
After opening the season in April with Ms. Lauryn Hill and her family in raw denim, Denim Tears rolled out a second chapter that puts New York style documentarians in front of the lens.