Gucci’s pre-fall 2026 lookbook, titled ‘Generation Gucci’, simulates a show that never occurred. Shot by Demna, the lookbook reflects his research into the House’s archives, recognizing visual codes and narratives that shape Gucci’s DNA. As a result, Demna presents a visual runway that draws on generations of products and imagery throughout the House’s history, amalgamating into an aesthetic through line that is distinctly Gucci. Generation Gucci pays homage to the brand’s past in anticipation of its future — the reveal of Demna’s personal vision for the House, presented in February.

Looks of lightweight tailoring in archival silk faille open the imaginary show, woven to mimic an aged feel to the touch. Seamless construction and minimal clasps are visible throughout both womenswear, seen on a two-piece suit and classic Gucci pencil skirt, and jeans with invisible pockets and concealed closures.

The unconventional inspires the classic: silk travel suits imitate the comfort of pajamas, while mocknecks and bodycon leather jackets borrow from wetsuit silhouettes. Underwear-inspired garments styled with silk blousons, matching draped miniskirts and tops, and gowns in effortless jersey and silk chiffon reimagine daring and sensual party looks.

Demna reinterprets pieces from the 70s and 90s: racer jackets, head-to-toe leather and suede ensembles, and equestrian-print silk, inspired by archival silk scarves.

Sleek footwear comes in the form of Valigeria-inspired ballerinas, back in men’s sizes, streamlined loafers influenced by the lightness of dancing shoes, and stilettos with innovative seamless heels.

The Lunetta Phone+ shoulder bag is shown in monogrammed canvas and chainmail, while the Dionysus bag is reimagined in an angular form and bold silhouette, and the Jackie 1961 debuts in a compact rectilinear shape and in calfskin and croc.