GUCCI’S FINAL CAMPAIGN BEFORE DEMNA TAKES OVER

Gucci has just unveiled its FW25 campaign, The Gucci Portrait Series. It features 42 people styled in looks from the Continuum collection, photographed by Catherine Opie and directed by Lisa Rovner.

The visuals are cinematic and stripped down. The cast includes people of all ages and backgrounds, captured in portrait-style shots making it  feel more like a documentary than a typical fashion ad.

This is the last Gucci campaign before Demna officially steps in as creative director.

Demna was announced as Gucci’s new lead back in March 2025. He’ll make his runway debut for the house in March 2026. In the meantime, the brand is taking a quiet pause between creative eras.

Demna is expected to shake things up. Known for his time at Vetements and Balenciaga, his style is bolder and often subversive. His arrival signals a shift in tone likely louder, weirder, and more referential.

While his official debut is still months away, some of his influence has already started to show. Cruise 2026 gave off hints of a more maximalist energy, though Gucci hasn’t confirmed how much he touched that collection.

For now, The Gucci Portrait Series holds space. It’s a moment of reflection before the inevitable change. A calm before what many expect to be a very different storm.