Gucci by Demna: Generation Gucci

In this new era, Gucci womenswear feels like familiar territory. Demna studies the house and returns it to the period most beloved by its audience. In Generation Gucci, the Gucci woman carries multiple layers of history: the minimalism of the 1990s, equestrian codes, the memory of Tom Ford and Demna’s own irreverent visual language.

The garments speak through this multiplicity of perspectives, filtered through Gvasalia’s contemporary lens. Tailoring takes on a central role, with pinstriped jackets, oversized cuts and relaxed wool trousers that have accompanied Demna’s aesthetic since the beginning of his career. Georgette shirts, crafted from the semi-sheer crêpe fabric named after early twentieth-century dressmaker Georgette de la Plante, act as a unifying thread throughout the collection. Alongside them, silk midi skirts, whether plain or printed, provide a lighter counterpoint to the structure of the tailoring.

Demna takes Gucci’s most recognisable signatures and repositions them for a woman fully aware of her image within the contemporary world. The result is an aesthetic that allows youth and maturity to coexist within the same look, reflecting a vision of femininity that is layered, self-assured and unmistakably modern.

The new Gucci bags embody the same dialogue between generations that defines the collection. Rather than pursuing novelty for novelty’s sake, Demna adopts a different strategy: returning to the most desirable pieces from the archive, reorganising them and demonstrating that Gucci’s historic codes continue to generate desire.

Among the collection’s highlights is the iconic Gucci Jackie 1961. Rather than making it unrecognisable, Demna preserves its most distinctive features, choosing instead to work on proportion and, perhaps more importantly, texture.

Alongside it appear new proposals such as the Gucci Paparazzo bag, a new design with its own identity and an exclusive distribution strategy. Built around historic references such as the Horsebit and the Web stripe, its supple structure and soft leather contribute to an effortless, everyday approach to dressing. The Gucci Londra Tote in GG Supreme Canvas emerges as another key style, particularly suited to work and daily use, offering a more discreet presence and a finish free from the resin coating often associated with traditional canvas bags.

Even the smaller pieces, from Gucci mini bags to Gucci wallets featuring the Web stripe and GG Monogram, function as essential elements within the same universe. Following his recent show in New York City, Demna has made his intention clear: to reconnect Gucci with global street style and contemporary culture. Generation Gucci demonstrates how the house’s archive still contains enough archetypes to keep projecting itself confidently into the future.

A more noticeable shift takes place within Gucci menswear. Over recent years, the house’s menswear offering had moved between the exuberance of Alessandro Michele and a return to a more classical restraint under Sabato De Sarno. With Generation Gucci, Demna proposes a third path: a masculinity built around sensuality and attitude, with a distinctly provocative undertone.

The most visible reference point is the Gucci of Tom Ford, serving as the foundation for reintroducing a sense of desire that had partially disappeared from the menswear conversation. Sharp silhouettes and low-rise trousers make an appearance, alongside a nocturnal energy that runs throughout the collection. It is a territory that Gucci had rarely explored so explicitly for men. Demna’s man inhabits a more ambiguous space, one where confidence and personality take precedence over traditional rules of dress.

Even the accessories participate in this transformation. A new unisex bag emerges in the form of the Gucci Lunetta bag, a crescent-shaped crossbody with a subtly aged finish. The result is a version of Gucci menswear that feels more self-assured and less concerned with fitting neatly into established categories.

At the same time, we continue to curate the house’s core offering, anchored by Gucci’s iconic vision of elegant tailoring, ensuring that this new chapter remains connected to the enduring foundations of the brand.

This week, we celebrate the arrival of the season’s key pieces from Miu Miu, The Row, Loewe, Maison Margiela and Byredo.

Discover some of the most exclusive new arrivals in fashion, accessories and fragrance at OTTODISANPIETRO: