The Generation Gucci campaign centers on a collective of individuals who embody the new generation of the House. The collection brings together elements from different decades of the House, combining archival references with new propositions.

Directed by Jonathan Glazer and set in a motel at night under a full moon, the campaign’s short film exists between reality and something more surreal. The motel becomes a transient space where different lives intersect and individual trajectories begin to connect.

Guided by a shifting spotlight that opens the path ahead, the group moves forward with a shared sense of direction toward something not entirely defined but undeniably compelling, a place that feels hopeful and just out of reach, understood by them more than it is revealed to us. As the light fades towards the horizon, something lingers, a curiosity for what is yet to come. In this shared dynamic, each presence holds their own, but it is together that they come to define Generation Gucci.