Looking at Demna‘s sophomore collection for Gucci – the pre-fall 2026 lookbook – I can’t help but wonder: will this brand ever give Tom Ford’s archives and identity a rest? From the images shot in Ford-era, runway-style dimmed lighting to the general sultriness emanating from the clothes and their cosplay-like styling, this feels like yet another studio-designed collection made simply to fill the stores. Knowing Demna’s capacity for concept and irony, venturing into Tom Ford territory this straightforwardly feels a tad too early – and far too unchallenging.

Don’t get me wrong: the collection does have strong moments, especially in the menswear. The 2000s footballer aesthetic is back and fully alive in the V-neck T-shirts (my personal nightmare, but fine – we live in a @gettyimagesfanclub-lensed world). The tackiest-looking monogram-merch bags are everywhere (and somehow feel cool), and I love the men’s ballet flats paired with very basic denim and a trench-coat-buttoned-to-the-top. There’s definitely some wit here. Metrosexuality is in.

But the womenswear? I find it as shallow as Demna’s September debut. It has neither the sass nor the sauce. If this is truly what the new Gucci is, I’m seriously concerned.

Collage by Edward Kanarecki.
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