Have you felt it? That simmering thrum running through culture right now — sexy is unapologetically back. From the collective thirst for Pillion, Alexander Skarsgård’s biker dom-com, to the queer-hockey delirium of Heated Rivalry, a delicious sense of naughtiness has been colouring every corner of the zeitgeist. It’s little wonder, then, that this charge also courses through Demna’s latest vision for Gucci.
Generation Gucci emerges as a decadent paradox: a collection conjured from a show that never happened, yet rendered so vividly through Demna’s lens that it lands like a core memory — or, better yet, a fashion-soaked wet dream. The lookbook collapses eras into a single, sultry timeline: archival silk-faille tailoring, biker leathers toughened to perfection, pencil skirts sharpened to a dangerous point, and an after-dark wardrobe engineered for effortless seduction.
The accessories flirt outright. Cross-body bags striped in Gucci’s signature colours, slung over all-white or chocolate silhouettes, conjure the decadent sheen of a 2000s football icon — think David Beckham in full superstardom. Matching belts cinch the waists of plush fur coats, revealing legs tipped in lacquer-red pumps. The Jackie, rendered in inky black, dangles nonchalantly alongside oversized aviators and the highest of stilettos elevated with a gleaming Horsebit detail. Even the loafers get an S&M twist, sprouting metal spikes.
With this iteration of the house, Demna doesn’t just participate in the fashion conversation — he seizes it entirely. And honestly? We’re more than willing to completely submit.
Words by Martin Onufrowicz
