Gucci’s Fall 2026 ad campaign, captured by photographer Peter Funch, unfolds across the streets of New York City. The project leans into a candid, documentary-style narrative that follows an ensemble of models as they navigate the urban environment, incorporating both tailored luxury apparel and relaxed layering.
Developed under the creative direction of Demna, the campaign utilizes a clean editorial aesthetic defined by its natural light and sharp street-style framing. The visual language emphasizes movement and daily city life, featuring varied textures—from leather and denim to shearling and satin—set against the backdrop of iconic city architecture. Casting direction for the campaign was led by Piergiorgio Del Moro, with models including Timo Pan and Alla Kostromichova.
