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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.
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9 Articles
Generation Gucci Brings The ‘90s To 2025
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Titled “Generation Gucci” , Pre-Fall 2026 is Demna’s first pre-collection collection for the Florentine house, and recalls the longed-for era of Gucci by Tom Ford in the 90s. Photographed by the designer himself as a parade that never happened , the lookbook explores the brand’s codes with an aesthetic narrative that combines nostalgia and modernity with a future facing Demna’s vision. The tailoring is the protagonist of the collection: bags tha…
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