With a deep-dive into the archive and a hands-on approach, Demna just showcased his best work yet in Generation Gucci
If it wasn’t already clear enough, Gucci is a House that can withstand generational shifts. After all, it has seen many a generation of creative director, customer, and design metier. But last week’s Generation Gucci was not just about any era of the House—it was about this generation, and the people that define it.
Comprising 84 images, each shot by Demna (who, by the way, seems to be taking a very hands-on approach in Gucci’s creative output), the collection brings together elements, motifs, and heritage cues from across the House’s archives. This treasure trove has then been deftly crafted into a mode: a language that speaks to the modern wearer.
It is a collection that, by very nature, is sartorial: it is tailored, it is textural, and it, at least at first glance, appears to be somewhat transitional. Coats are imbued with a new lightness. Masculine footwear softens. It’s playful and pleasant.
And as to be expected, it is accessories that also make up the moment. A refined Jackie 1961, an impossibly sharper Dionysius, and the Paparazzo, a clever culmination of Gucci’s feats to far: Horsebit, Web, GG emblem canvas—a bag that, by very definition, is begging to be toted everywhere. By us someday soon, too, we hope.
Below, our favourite looks from Generation Gucci.
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