'90s Tailoring and the Next It Bag—This New Generation Gucci Era Just Might Be the Best Yet

It’s easy to rationalise why the Generation Gucci campaign is so captivating. From the diverse casting to the pre-fall 26 collection itself, the campaign crystallises the sexy aura that’s been steadily building since Demna’s tenure as artistic director began in July 2025. Fearlessly experimenting with archetypes and archival codes, Demna clearly respects the luxury brand’s 104-year-old history as his instincts and emotional response to Gucci's heritage hallmarks dictate how he is revamping and inventing.

One might call it the "Demna effect"; the global Italian powerhouse has never felt fresher or edgier. No one else can foster fashion FOMO quite like the Georgian visionary. That is the unwavering thread and true genius of his provocative designs, because, as instantly iconic as they are, they also boast the kind of ageless, trend-proof longevity that makes acquiring them before they sell out worthwhile—both financially and fashionably.

Flicking through the campaign (and 84 looks!) is like attending a seance with the ghosts of Gucci’s recent groundbreaking past, guided by Demna. Fashion people still geek out over Tom Ford’s unapologetically sensual era, and here, it's beautifully revived in the sharp, streamlined tailoring, full-leather looks and even in the moody, '90s-tinged way that the campaign has been photographed, which was actually lensed by Demna himself. Notes of Frida Giannini’s charismatic femininity, Alessandro Michele's flamboyant maximalism and Sabato De Sarno’s palette-cleansing minimalism are also collaged together to create enduring modern classics that shift effortlessly from day to party in vivid colours.

But references to the past go even further, with the brand's luggage-house origins forever fuelling the impeccable craftspersonship of its accessories. It’s the potent blend of various design generations that, this season, turns even the most beloved and revered bags into an entirely new proposition in every size. As such, after you've considered ready-to-wear, you might then be wondering which Gucci bag is next set for It-bag status, and which is for you?

If you’ve previously made a beeline for the Gucci Jackie 1961, you'll note that the effortless east-west silhouette is softer and slouchier when elegantly reconfigured yet again. The head-turning Gucci Dionysus bags, on the other hand, retain their recognisible jewellery-inspired closures but are sharper and more angular than before. Then, Demna has created the sleek and deliberately compact Gucci Lady Lunetta Small Shoulder Bag for his own daily essentials, but, in my opinion, the newly launched Gucci Paparazzo eclipses all three.

Every Gucci era has a definitive (and collectable) It bag, and this softly structured style with a playful single top handle has emerged as a strong contender. Named after the paparazzi (it's always ready to be papped), I was hooked by the distinct "Gucciness" oozing from every equestrian-inspired detail, from the signature Horsebit hardware to the bold Web stripe, without hampering its exceptional wearability.

Watching the monogrammed canvas version make its courtside debut at the 2026 Rome Open on the shoulder of Gucci’s newest superstar ambassador, Aryna Sabalenka, was thrilling. This landmark moment in the relationship between sport and fashion also demonstrated that the polished Gucci Paparazzo truly can be worn with anything from workwear to tennis kit. That said, the large black version that our editor-in-chief took for a spin, whilst wearing the collection's standout tailoring, is definitely a little more discreet—and hard to beat.

If you're ready to join Generation Gucci, discover the pieces worth investing in first from our edit below.

Shop the Generation Gucci Collection