Generation Gucci Recasts the House Through Demna’s Eye

Archival references, sharp silhouettes, and signature accessories come together in a campaign that looks forward while keeping one eye on the past.

The Fashionisto

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Published June 3, 2026

Cao Chang leaning back on a magenta plinth in a deep red velvet short-sleeve top and matching wide-leg velvet trousers, slick-back hair and slim tortoiseshell rectangular sunglasses, holding an oversized brown suede tote marked with the red-and-green Web stripe against a burgundy backdrop printed with the white Gucci logo
Cao Chang leans into a brown suede Web-stripe tote in head-to-toe red velvet. Photo: Demna / Gucci

Gucci introduces its Generation Gucci campaign photographed by Demna. The concept centers on a cast positioned as Gucci’s next guard, while the clothes pull freely from different eras of Gucci history.

The campaign favors a sharp, body-conscious silhouette. Slim trousers, fitted tees, leather jackets, drapey shirting, and tailored suiting appear alongside oversized sunglasses and the house’s familiar red-and-green Web stripe. The wardrobe feels equally indebted to 1970s nightlife, 1990s minimalism, and Gucci’s own archive.

Generation Gucci Campaign

Michael Oder shirtless with a buzz cut and oversized black aviator sunglasses, Roman-numeral chest tattoos visible, leaning against a pink studio wall while holding an oversized vintage GG-monogram canvas carryall trimmed in dark leather with the Web stripe down the front, paired with black track pants striped in red and green
Michael Oder shoulders the oversized GG canvas carryall over Web-stripe track pants. Photo: Demna / Gucci

The bags carry much of the campaign’s charge. Demna’s images spotlight large carryalls, compact shoulder bags, and streamlined travel pieces marked by signature Gucci codes, from GG monograms to Horsebit hardware and the Web stripe.

Ardi Hodzic in a fitted black short-sleeve V-neck tee and black slim trousers against a soft pink studio backdrop, dark hair falling over oversized black shield sunglasses, a black leather crossbody bag with the red-and-green Web stripe pulled tight across the chest
Ardi Hodzic frames the Web-stripe crossbody across the chest in a fitted black tee. Photo: Demna / Gucci
Henry Rank with damp blond hair and amber-tinted rectangular sunglasses, wearing a fitted white short-sleeve V-neck tee and pale trousers against a chartreuse yellow backdrop printed with the white Gucci logo, holding a large GG-monogram canvas tote bordered with brown leather and the red-and-green Web stripe close to the chest
Henry Rank pulls the GG Web tote close in a fitted white V-neck. Photo: Demna / Gucci

The campaign’s styling treats these accessories as everyday companions, pairing them with everything from leather outerwear and dark denim to silk separates and tailored jackets. Generation Gucci is a collision of eras. It’s where heritage signatures meet hyper-modern proportions, blending archival depth with today’s attitude in a single, definitive wardrobe.

Kai Wijers seated on a low plinth against a deep burgundy backdrop, wearing a black leather moto jacket finished with vertical red-and-green Web stripes down the chest and sleeves, paired with black jeans, slim rectangular sunglasses, and a black Web-stripe backpack slung over one shoulder
Kai Wijers zips into a black leather jacket ribboned in the red-and-green Web stripe. Photo: Demna / Gucci
Khadim Sock perched on a lilac plinth against a violet studio backdrop, wearing a shiny deep teal-green satin blazer over a black tee, dark wash flared jeans cinched with a black leather belt featuring the silver interlocking GG buckle, oversized shield sunglasses and a small GG canvas Web pouch tucked at his side
Khadim Sock wears a satin blazer with the GG buckle belt and dark flares. Photo: Demna / Gucci

The same archival impulse runs through Demna’s revival of ten scarf designs from the Florence archive.

Reece Nelson seated on a burgundy plinth in a red silk dressing robe printed with a small dark diamond motif, belted at the waist, an oversized black GG canvas pouch with the Web stripe and chunky zipper resting across his lap, amber-tinted rectangular sunglasses and a short beard
Reece Nelson belts a red diamond-print silk robe over a Web-stripe canvas pouch. Photo: Demna / Gucci
Vinicius Vieira with shoulder-length brown hair perched on a yellow plinth in a fitted white short-sleeve V-neck tee and dark wash flared jeans cinched with a red-and-green Web stripe belt, a compact suede Web-stripe shoulder bag hanging at the hip against a chartreuse backdrop printed with the white Gucci logo
Vinicius Vieira pairs the Web-stripe belt with dark flared denim and a slim white tee. Photo: Demna / Gucci
Abdou Thior leaning against a yellow plinth in a black short-sleeve polo and slim rectangular sunglasses, dark jeans striped vertically in red and green down each leg, a GG-monogram canvas tote with brown leather trim and Web stripe slung over the shoulder
Alton Mason in a fitted black short-sleeve tee against a warm brown backdrop, shouldering an oversized black leather duffel boldly banded in the red-and-green Web stripe, one knee raised on a plinth
Bede Harper standing against a chartreuse backdrop printed with the white Gucci logo, wearing a black denim moto jacket detailed with red-and-green Web stripes down the sleeves and dark wash flared jeans with matching stripes down each leg, holding a small GG-monogram canvas pouch with Web stripe
Ben Eckstein reclining across a green plinth in an oversized brown-and-white houndstooth blazer over a black turtleneck and dark wash flared jeans, a GG-monogram canvas crossbody with red-and-green Web stripe across the chest, oversized amber-tinted shield sunglasses
Cheikh Mara Niang seated on a low black plinth in a brown pinstripe double-breasted blazer, dark blue flared jeans striped down the leg in red, a small GG-monogram canvas hobo bag with Web stripe hanging at the hip, oversized aviator sunglasses against a near-black backdrop printed with the white Gucci logo
Dongliang He against a deep teal backdrop printed with the white Gucci logo, wearing a shimmering silver metallic mock-neck knit top and blue sequined jeans, a small GG-monogram canvas crossbody with Web stripe at the waist
Francois Deaconu with shaggy chestnut hair, seated on a GG-monogram canvas trunk trimmed in dark leather and brass hardware, wearing a slim navy and black paneled leather zip jacket and dark jeans against a warm brown backdrop printed with the white Gucci logo
Henry Rank seated on a yellow plinth in a fitted white short-sleeve V-neck tee and pale wide-leg trousers, cradling an oversized GG-monogram canvas tote trimmed in brown leather and the red-and-green Web stripe against a chartreuse backdrop
James Moody perched on a teal plinth in a fluid navy silk shirt-coat and blue wide-leg jeans, pointed-toe shoes covered in GG-monogram canvas with dark leather toes and Horsebit hardware, a small black leather shoulder bag with red-and-green Web stripe resting in the lap, oversized aviator sunglasses
Keygon Baxter with tousled curly blond hair seated against a pitch-black backdrop in a black zip-up track jacket and slim black trousers, holding a small black leather pouch with red-and-green Web stripe at the chest, slim aviator sunglasses with metal frames
Loic Paulmier seated on a black plinth against a black backdrop in a sheer black striped shirt and dark jeans with a Horsebit-buckle belt, holding an oversized black calf-hair duffel banded in the red-and-green Web stripe, oversized black shield sunglasses covering the eyes
Mack Karpes with long wet blond hair seated on a teal plinth in a turquoise tropical Hawaiian-print shirt and matching shorts, GG-monogram canvas Web-stripe duffel in the lap, black-and-green Web-stripe Horsebit slides on bare feet against a deep teal backdrop
Roman Stubrin reclining on a deep burgundy plinth in a black leather zip jacket, gray flared trousers, and tan leather Horsebit loafers, a small GG-monogram canvas bag with Web stripe behind the shoulder, oval red-tinted sunglasses against a burgundy backdrop printed with the white Gucci logo
Vinicius Vieira leaning back on a yellow plinth in a fitted white short-sleeve V-neck tee and dark wash jeans cinched with the red-and-green Web stripe belt, a small GG-monogram canvas shoulder bag held against the torso against a chartreuse backdrop printed with the white Gucci logo
Yiming Ren against a soft pink backdrop in a fitted black short-sleeve mock-neck top and fluid black wide-leg trousers, a compact black leather Web-stripe shoulder bag pulled across the body, dark hair sweeping over the forehead
Close portrait of Abdou Thior against a chartreuse backdrop printed with the white Gucci logo, wearing a black short-sleeve polo and the black leather GG-buckle belt, an oversized GG-monogram canvas weekender with the red-and-green Web stripe held at his side, slim rimless sunglasses
Alton Mason seated against a warm brown backdrop printed with the white Gucci logo in a fitted black short-sleeve tee, a large black leather duffel banded in the red-and-green Web stripe held over the lap, black GG Horsebit loafers worn barefoot
Bede Harper close up against a chartreuse backdrop printed with the white Gucci logo, wearing a black denim moto jacket striped in red and green down the sleeves and a small GG-monogram canvas pouch with Web stripe over the shoulder, slim rectangular sunglasses
Ben Eckstein standing against a vivid green backdrop printed with the white Gucci logo in an oversized houndstooth blazer over a black turtleneck and dark wash flared jeans, a small GG-monogram canvas pouch with red-and-green Web stripe in the breast pocket, oversized amber-tinted shield sunglasses, one foot propped on a green plinth
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