Demna explores the foundations of Gucci’s new visual language through ‘GucciCore’, a collection of wardrobe essentials reinterpreted in Peter Funch’s portraits of New York.
The name says it all: GucciCore refers to the core of Gucci, the foundations of its stylistic language. Following ‘La Famiglia’ and ‘The Tiger’, the collection marks another chapter in Demna’s creative direction, defining the House’s essential garments and establishing a recognisable aesthetic that can evolve over time. Unveiled in Times Square last May, the Cruise 2027 collection is now revisited in a campaign photographed by Peter Funch.
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Trench coats, peacoats, tailored suits, shirts and pencil skirts combine everyday essentials with Italian glamour and the House’s historic codes. Together, they establish a recognisable wardrobe that Demna can reinterpret across future collections.
In New York, Funch draws on his fascination with urban crowds to capture different personalities wearing these pieces, creating a collective portrait where individual styles coexist.
Yet there is something oddly detached and impersonal about this perfectly choreographed diversity. The images evoke a reconstructed ‘The Matrix‘, as though the glitch had never been exposed. Can we truly express our individuality in a world where everything fits seamlessly into place?
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