Gucci Unveils GucciCore: A Portrait of Plurality Shot in New York

Italian fashion house Gucci has unveiled its new “GucciCore” campaign, created under creative director Demna. Shot by photographer Peter Funch across New York’s crowded sidewalks and intersections, the campaign is described by the house as “a portrait of plurality in New York.”

Casting by Piergiorgio Del Moro

Casting director Piergiorgio Del Moro assembled the cast, which includes Timo Pan and Alla Kostromichova. The “GucciCore” collection — peacoats, trench coats, tailored suits, pencil skirts and essential shirts layered with Italian glamour pieces — first appeared on the runway during a show staged in New York’s Times Square in May 2026.

Beyond a seasonal look

Gucci positions the collection not as a seasonal look but as “the foundation of the house’s stylistic language” — a lasting wardrobe core rather than a passing trend. The campaign marks another closely watched step in Demna’s tenure as creative director of the house.