To be unique, even in one’s contradictions? For Demna an unequivocal condition. He, the “outsider” designer who has made of his being different not only a trademark but an added value, has always chosen the opposite path, non-standardization. And, between fans and detractors, his contribution to creativity turns out yesterday as today to be alive and destined to leave its mark. A mark like that of the double G of Gucci, the Italian brand of which the Georgian designer has been creative director since last September 2025. And, in just a few months, his “Guccification” process has already made people talk about him: from the debut film with Demi Moore to the shots of The Family, to the catwalk debut last February in Milan, between celebrities on the catwalk, 2000s references and a glamour as sparkling as it is rough, each launch of the designer speaks to us of a precise, inspired, direct vision. Like the clothes in his collections, Demna gets straight to the users, managing to make them feel part of a community that celebrates the individual and his peculiarities.
A theme that is reaffirmed with even more energy in the brand’s latest campaign, Gucci Generation: shot by Demna himself, it is a campaign that in its essentiality puts people at the center, the women protagonists of the photos, all different from each other, all with a personality that explodes in front of the screen and ready to dress up. Because, it is the people who make the difference and not the other way around. Different faces, different styles, different lives: each shot tells us about human beings beyond the simple concept of dressing. And, in this immediate simplicity, the meaning becomes universal. Between animal skin jackets, thick satin tuxedos, maxi fur coats and suede suits with a Seventies allure, Gucci’s style, unmistakable between the artisanal past and the incisive present, lives above all through people. And Demna, this he knows.
[đź“·gucci.com]
