Overview

• Presented as Catherine Opie–shot portraits of archetypal characters, the lookbook defines a “Gucciness” that is unapologetically sexy, extravagant and daring while reworking the Bamboo 1947 bag, Horsebit loafers, the Flora print and the GG monogram.
• Gucci wiped its Instagram feed to launch the lookbook on the eve of Milan Fashion Week.
• The collection will be sold exclusively in 10 flagship stores worldwide from 25 September to 12 October.
• Gucci plans a Milan presentation featuring The Tiger, a short film by Spike Jonze and Halina Reijn starring Demi Moore.
• Demna’s first full Gucci runway show is scheduled for February 2026.