Inside the Wardrobe of Generation Gucci
GUCCI Gingham wool single-breasted jacket, cotton popplin shirt, stretch cotton denim pants, and Paparazzo medium top handle bag. Photographed by JV Rabano for the August 2026 Issue of Vogue Philippines.
GUCCI Gingham wool single-breasted jacket, cotton popplin shirt, stretch cotton denim pants, and Paparazzo medium top handle bag. Photographed by JV Rabano for the August 2026 Issue of Vogue Philippines.
Featuring Alex Consani, Gabbriette, and Elsa Hosk, Generation Gucci presents a wardrobe shaped by archival references and contemporary dressing.
Demna isn’t just a designer this time around. In his first campaign as the creative director of Gucci, he photographed Generation Gucci and presented it as a lookbook for a runway show that never happened. Across 84 portraits, Generation Gucci proposed that there is no singular Gucci wearer. Instead, it reflected a collective of personalities, identities, and styles and how the brand evolves with the people who wear it, featuring models Alex Consani, Gabbriette, and Elsa Hosk.
The campaign presents Gucci as a “cultural language shared across generations and personal styles.” For Demna, instead of defining a single Gucci wearer, Generation Gucci embraces a broad spectrum of archetypes, a conversation he began with La Famiglia, introduced ahead of the collection through a cast of fictional archetypes such as La Primadonna, La Bomba, L’Influencer, and Introverso.
Drawing from different chapters of Gucci’s history, the collection revisited the sensuality of the Tom Ford years alongside sourcing from the House’s 1970s wardrobe. These references emerged through lightweight silk-faille tailoring, pencil skirts, leather outerwear, and womenswear stripped of traditional buttons in favor of discreet clasps. Eveningwear or “party wardrobe” carried the same spirit, with underwear-inspired separates layered beneath silk blousons and fluid gowns, while footwear ranged from Valigeria-inspired ballerinas (now extended to men’s sizing) to streamlined loafers.
The House’s signature accessories also evolved alongside the ready-to-wear. The Jackie returns in updated proportions, while the Dionysus evolves with a softer gusset construction, two-tone hardware, and the signature tiger head closure. The Giglio reimagines the tote through a versatile silhouette crafted in floral-print net with leather trim. Completing the lineup, the Paparazzo pairs its relaxed shape with Gucci codes, combining the Web stripe and Horsebit hardware in a design that transitions from everyday wear to evening dressing.
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GUCCI Fine silk faille pants, jacket, & sweater, Bombshell pump, Dionysus medium shoulder bag, and Mask frame sunglasses. Photographed by JV Rabano for the August 2026 Issue of Vogue Philippines.
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GUCCI fine silk faille jacket & leggings, and GG Marmont pendant chain necklace. Photographed by JV Rabano for the August 2026 Issue of Vogue Philippines.2/4 -
GUCCI Fine silk faille pants, jacket, & sweater, Dionysus medium shoulder bag, and Mask frame sunglasses. Photographed by JV Rabano for the August 2026 Issue of Vogue Philippines.3/4 -
GUCCI fine silk faille jacket & leggings, and GG Marmont pendant chain necklace. Photographed by JV Rabano for the August 2026 Issue of Vogue Philippines.4/4
By CHRISTINA ZABAT. Photographs by JV RABANO. Deputy Editor PAM QUIÑONES. Talent LOU ESLAO of LUMINARY MANILA. Makeup by BOOYA MOCORRO. Hair by JA FELICIANO. Nails by EXTRAORDINAIL. Styling assistant CLAIRE FERNANDO. Photography assistants PJ SALAZAR and ERWIN ARDA. Produced by MAVI SULANGI. Multimedia Artist LARA CASTAÑEDA. Account Manager ANDREA RAMOS. Shot on location at Vestido the Studio, WILD Café & Bar, TREEHOUSE.
Frequently Asked Questions
Generation Gucci is Demna’s first campaign as Gucci’s creative director, an 84-portrait lookbook presented in place of a runway show. It proposes there is no single Gucci wearer, instead reflecting a collective of personalities and styles shaped by the people who wear it.
Demna’s Generation Gucci campaign features models Alex Consani, Gabbriette, and Elsa Hosk. Vogue Philippines’ accompanying editorial, shot by JV Rabano, styles looks from Gucci’s Pre-Fall 2026 collection on local talent Lou Eslao of Luminary Manila.
The collection draws from different chapters of Gucci’s history, revisiting the sensuality of the Tom Ford years alongside references from the House’s 1970s wardrobe, expressed through silk-faille tailoring, pencil skirts, leather outerwear, and clasp-fastened womenswear.
The lineup includes updated proportions of the Jackie bag, a softer Dionysus with two-tone hardware, the net-and-leather Giglio tote, and the Paparazzo bag, which combines Web stripe detailing with Horsebit hardware.
Vogue Philippines’ editorial was shot on location in Manila at Vestido the Studio, WILD Café & Bar, and TREEHOUSE, photographed by JV Rabano for the August 2026 issue of Vogue Philippines.