Launching the pre-fall campaign for 2026, luxury brand and high fashion authority Gucci has revealed their Generation Gucci collection. Showcasing modern variations of timeless designs ranging from slim fit suits, silk chiffon, leather and suede accents, the collection pairs classic silhouettes with fashion-forward craftsmanship.
To introduce the collection, Gucci's pre-fall campaign arrives with a short film visual helmed by Academy Award nominated filmmaker, Jonathan Glazer (The Zone of Interest, Under the Skin and more). The clip leans heavily into a 90s aesthetic, sourcing moonlight and roadside motels to set the stage for the newest silhouettes. As for the soundtrack, the visual contrasts Italian indie pop with the chaos of classic Slipknot - bringing worlds together in the way of heavy music and high fashion.
Sourcing the iconic opening of "(sic)" from Slipknot's definitive self-titled debut, the shift in sonics asserts an element of edge that emphasizes how classic translates as contemporary all while resonating as authentic.
Under the creative direction of Demna Gvasalia, the nexus to heavy music and culture is a well-established one. During his previous tenure with Balenciaga, Slipknot was featured on the brand's official Apple Music playlist and in 2022, clown was among the notable guests for brand's 2023 spring collection launch at the New York Stock Exchange. Not to mention Demna's audacious launch of the 2021 collaboration collection with Rammstein which took heavy culture couture.
Get a glimpse of the pre-Fall campaign from Gucci featuring the music of Slipknot below. Shop the l;atest Generation Gucci collection - HERE
