As 2025 draws to a close, a year marked by rapid changes in creative leadership, Gucci reasserts itself at the forefront of fashion conversation with the release of its Pre-Fall 2026 collection, presented as a “show that never happened” and photographed by Demna, the house’s current creative director. Bold and self-referential, the concept acts as a statement of intent: a new chapter for Gucci is underway, yet it honours the past. Of the 58 looks showcased, 24 focus on menswear, revealing an unexpected harmony between two visual languages: the sharp, industrial darkness that has become Demna’s signature and the lush, seductive opulence of Gucci’s heritage, echoing the iconic Tom Ford era. Achieving this balance amid abrupt transitions is no small feat, lending freshness and credibility to this opening pre-fall narrative.
Silhouettes for men are refined, alluring, and subtly daring, steering clear of pastiche. Fitted T-shirts paired with tailored trousers, slightly tapered but never skinny, conjure a distinctly Italian urban masculinity with a touch of mischief. These seemingly simple staples are meticulously calibrated to integrate seamlessly into a modern capsule wardrobe. Tailoring unfolds in dual expressions: satin-infused 90s-inspired suits that capture light and recall the house’s most photogenic years, alongside cleaner, minimalist pieces such as high-neck silk blouses that exude understated sophistication. This balance of heritage and modernity continues into the exploration of materials and technique.
Neoprene-inspired surfer references, precisely cut mocknecks, and sharply tailored leather jackets highlight Demna’s interest in clothing that is both functional and stylish. Innovative textiles—leathers, silks, and goat hair intricately pieced together—create textured layers that retain a sense of weightless elegance, almost like male peignoirs in motion. Meanwhile, the GG monogram and the signature red-and-green Web stripe return with subtle impact, appearing on bags and footwear that inevitably evoke memories of European market knock-offs. Demna embraces this cultural resonance, showing that authenticity lies not in erasure but in thoughtful reinterpretation.
Footwear emerges as one of the collection’s most compelling statements. Pointed, elongated shoes crafted with flawless precision and premium materials promise to become season-defining pieces, elevating even the simplest ensembles. Streamlined loafers, some reimagined with the effortless grace of dance shoes, and studded versions with metallic tips resemble personalised heirlooms, fusing classicism, subtle subversion, and utility. These designs reinforce the collection’s overarching dialogue between tradition and innovation, linking seamlessly with the garments and their heritage references.
Titled “Generation Gucci”, the lookbook acts both as a nod to the archive and a projection of aesthetic continuity, layering historical codes to build a distinct vision for the house. The real test will come when these ideas translate onto the physical runway during Milan Fashion Week in the coming months. For now, Pre-Fall 2026 arrives as a confident debut: optimistic without naivety, seductive without excess, and technically precise without coldness—a promising beginning for a house that seems to be regaining its creative momentum and restoring vibrancy to an industry long craving reinvention.
Check out the lookbook below:
