Demna, the creative director, unveils Gucci's Pre-Fall 2026 collection, articulating his philosophy that fashion's essence lies in generating an 'unnecessary desire' or FOMO (Fear Of Missing Out). This new offering marks a significant evolution in his artistic method, moving away from strict intellectual frameworks towards an intuitive and emotional engagement with design. He emphasizes a liberating creative process where personal feeling serves as the primary filter for aesthetic decisions. The collection showcases a blend of historical reverence and forward-thinking innovation, reflecting Demna's unique vision for the iconic brand.
The creative journey for this collection saw Demna delving into Gucci's extensive archives, specifically referencing the brand's impactful moments that first ignited widespread fashion desire. He personally captured the lookbook imagery, aiming to evoke the powerful allure of early Gucci shows that, in his words, "are not on Vogue Runway for some reason." This personal touch underscores his deep connection to the brand's heritage, weaving in elements from Tom Ford's influential era alongside nods to the sophisticated glamour of Frida Giannini's tenure, which he admires for its rare feminine elegance.
A central theme uniting the diverse elements of the collection is Demna's "emotional" and at times "self-centered" approach to product articulation. He designed the 'Lunetta Phone+', his inaugural bag for the brand, as a compact wrist-strapped accessory tailored to his personal needs—a small pouch for a wallet and digital device. Similarly, the leather racer jacket, featuring Gucci's iconic Web stripes, was reimagined with a contemporary fit, a personal adaptation of archival racing jackets. His bold V-neck t-shirts, pushing the boundaries of conventional menswear, were inspired by his own teenage aspirations, demonstrating a deep-rooted personal narrative within the designs.
Demna's signature style often involves transforming the ordinary into the extraordinary, sparking desire through unexpected twists. At Gucci, this translates into a renewed focus on silhouette and the interaction between clothing and the body. He describes his Gucci aesthetic as "quite body-conscious" for both men and women, a shift that mirrors a positive personal transformation. To ensure precision and inclusivity, he established a specialized atelier in Milan, moving beyond conventional sizing methods to embrace a more varied and tailored approach, recognizing that "we all have different proportions."
Beyond fit, the collection also explores the concept of lightness in luxury. Demna observed that many luxury items feel rigid and heavy, a notion he challenges. He illustrated this by presenting a seemingly bulky yet incredibly light coat crafted from black feathers stitched onto mousseline, and a bonded wool scuba top that offered unexpected suppleness. This pursuit of lightness also led to the simplification of details, such as concealed pockets and streamlined tracksuits, redefining modern luxury as something fluid and comfortable, rather than overtly durable and heavy.
This collection encapsulates Demna's belief that "fashion needs to be edgy." It reveals a nuanced understanding of Gucci's future direction, combining archival inspiration with personal narratives and innovative design principles. The pieces reflect a thoughtful reconsideration of fit, weight, and desire, pushing the boundaries of what contemporary luxury fashion can be.