Browse this page on thebasique.com to see all the looks from the collection.
The Gucci Spring/Summer 2026 collection marks a compelling new chapter for the Italian fashion house under Demna’s creative direction. Demna officially joined Gucci in July, following a decade-long tenure at Balenciaga. The collection was unexpectedly released via Instagram ahead of Milan Fashion Week, offering fashion enthusiasts their first glimpse into the Georgian designer’s interpretation of Gucci’s storied legacy.
Demna conceptualized the collection around a family of 37 characters, each representing different facets of contemporary Italian culture. These archetypes range from “L’Incazzata” (the furious one) to “Miss Aperitivo,” forming what Demna calls an “imaginary family” that embodies the essence of Gucci. The collection emphasizes the brand’s Italian roots while maintaining Demna’s signature irreverent perspective.
Demna drew inspiration from the company’s founder, Guccio Gucci, who started out as a luggage maker. He opened the lookbook with “L’Archetipo,” a monogrammed travel trunk that pays homage to the company’s foundational craftsmanship. This reverence for heritage extends throughout the collection, where classic Gucci elements such as the bamboo bag, horsebit details, and Flora prints are given a modern twist.
Showcasing Demna’s ability to balance minimalism with maximalism, the collection features everything from sequined minidresses to flowing metallic gowns. Notable looks include a scarlet, 1960s-inspired coat worn by “L’Incazzata,” complete with gold GG closures and horsebit pumps that channel the sophistication of Jackie Kennedy. The menswear offerings include relaxed fits with distinctive horsebit details on leather jackets and wide-leg trousers.
Catherine Opie’s photography captures these characters with an intimate yet dramatic lens, presenting each look as a portrait study rather than traditional fashion imagery. This aesthetic reflects Gucci’s description of its style as “unapologetically sexy, extravagant, and daring,” signaling a bold new direction for the house.
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While “La Famiglia” introduces Demna’s vision for Gucci, the designer emphasizes that these are “baby steps” toward his complete creative statement. His first runway show, scheduled for February 2026, will present the full scope of his artistic vision for the brand. The current collection will be available in ten flagship stores worldwide for a limited two-week period, creating exclusivity around this initial offering.
Demna’s appointment comes at a crucial time for Gucci, which has experienced declining sales and is seeking to revitalize its market position under new leadership. His proven ability to reinvent Balenciaga’s image while respecting its heritage suggests that he has the creative vision necessary to guide Gucci into its next chapter. His emphasis on Italian craftsmanship, combined with his disruptive aesthetic sensibility, positions the brand for renewed cultural relevance in the luxury market.