Generation Gucci: Demna Photographs New Campaign
by Adriano Batista
Gucci has released a new campaign called GENERATION GUCCI, focusing on a group of individuals who represent the house’s new generation. It was photographed by Demna.
The collection brings together elements from different decades of the house. Archival references sit alongside new designs. There are two-piece suits with slim-cut trousers, complete ensembles in leather and suede, and textured coats with a light touch. Silk pieces with equestrian prints take inspiration from archival scarves.
Footwear is defined by clean lines. Ballet flats inspired by Gucci Valigeria are now available in men’s sizes. There are also stylized loafers with the deconstructed lightness of dance shoes.
Accessories anchor the collection. The Jackie 1961 gets new proportions. The Dionysus bag takes on a more defined and angular silhouette. The Lunetta Phone+ shoulder bag is designed to carry everyday essentials. The Paparazzo bag emerges as a key expression of the house’s codes. The Web band and Horsebit hardware give it a sense of “Gucciness” that defines the design. The bag pairs easily with both casual styles and the most elegant ensembles.
Check out the campaign images below:
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