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Demna's Generation Gucci pre-fall 2026 collection channels 90s Tom Ford influences with lighter silhouettes, archival pieces, and new accessories to redefine the brand's luxury.
- Demna surprise-dropped a La Famiglia look book called Generation Gucci as his newest pre-fall collection for Gucci, accompanied by The Tiger short film premiering during Milan Fashion Week and building toward his runway debut next year.
- Drawing on 90s and 70s codes, the collection mines 1990s and 1970s silhouettes with lightness and refinement, explicitly referencing Tom Ford–era Gucci as an archival touchpoint.
- The collection deploys materials such as silk and cashmere, devoré velvet, and a leather racer jacket with Web stripes, while reworking accessories like the Jackie 1961 bag, Dionysus style, pointy Valigeria ballerina flats , and a leopard coat bonded with leather.
- Without a runway debut, the pre-collection hit Gucci retail immediately, subverting the timeline and providing clearer signals of Demna’s vision and the brand's emerging creative direction.
- Demna has introduced a small atelier in Milan to refine toiles and maquette, adopting variable sizing and tailoring while emphasizing lightness of garments to create FOMO and consumer desire.
10 Articles
10 Articles
Generation Gucci Brings The ‘90s To 2025
DemnaIt’s the most wonderful time of the year — not just for those looking forward to decorating a Christmas tree, but for those looking to shop. What better way to get out a case of the shoppies by buying gifts? If our beauty and fashion gift guides have served you well, and you’re looking to either splurge on something for your younger sister or yourself, we have plenty in the way of new fashion that will get your heart racing. From another Sk…
Since he took over the reins of Gucci last March, Demna has multiplied the bursts. While his first official parade is scheduled for early 2026, he has just lifted the veil on a surprise collection, called "Generation Gucci" presented co... View the continuation of the slideshow on Elle.fr
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