Demna continues to settle into his role as creative director of Gucci. Appointed in March 2025, the Georgian designer staged his runway debut in February during Milan Fashion Week. On the campaign front, Demna’s first for the Spring 2026 season was a flop. Kate Moss and Emily Ratajkowski dialed up the sex appeal for the 2026 Gucci campaign, and now Demna presents the 2026 “Generation Gucci” campaign offering. The graduate of Antwerp’s Royal Academy of Fine Arts places himself behind the lens for the occasion and calls upon a legion of individuals who embody Gucci’s new (Tom Ford-esque) era. Alex Consani, Gabbriette, Rayssa Ricardo, Aida Buarat, Bianca Huisman, Breana Carson, and a host of others pose against plain studio backdrops, each dressed in the collection that reworks archival codes through modern silhouettes.
Alex Consani, Gabbriette, Rayssa Ricardo & More for the 2026 Gucci Generation Campaign
Read below the reactions of theFashionSpot’s forum members:
“Trash, but that’s probably what Gucci needs to be right now to turn things around,” commented KoV.
“I just realized something: I can’t stand anything he’s done so far, like the model forcibly holding a bag. It’s so cut-and-dry product placement. Lifeless,” critiqued susseinmcswanny.
“Demna THINKS he’s ‘critiquing’ consumerism, but it’s a tired and juvenile approach. You can’t criticize the establishment while being a beneficiary of it,” Squizree chimed in.
Nimsay commented: “This really should’ve been shot by someone else. Demna literally just blasts every model in the face with flash!”
“Free AI can generate better results than this mess,” scolded forum member fashionsavvvvvy.
See more of the 2026 “Generation Gucci” campaign and click here to join the conversation.
