The references for Demna’s new Gucci are the fits worn by footballers in the early 2000s Cristiano Ronaldo, Francesco Totti, Christian Vieri, Paolo Maldini, David Beckham, Rio Ferdinand

The first Gucci lookbook signed by Demna has been released, officially ushering in a new era for the brand, which leaves behind the colorless experience of Sabato De Sarno, who had been called to take on the heavy legacy of Alessandro Michele. Pre-Fall 2026 stands as a true manifesto of Demna’s future intentions, but at the same time it also takes us a step back in time, as one of the most striking references is that of early 2000s footballers’ looks: Cristiano Ronaldo, Francesco Totti, Christian Vieri, Paolo Maldini, David Beckham, Rio Ferdinand, just to name a few.

Demna’s Gucci

So, what does Demna’s new Gucci actually look like? It could not be more Tom Ford–esque than this: in the silhouettes, the colors, the denim, the proportions, the eyewear and the travelwear, but above all in the correct and well-balanced use of the brand’s signature double stripe – as well as in a few bold flashes, such as the small crossbody bag, which is perhaps the most early-2000s item of all. Tom Ford was Gucci’s creative director for an entire decade (1994–2004), radically transforming the brand and, at the same time, influencing the trends of those years and the transition into the new millennium, the 2000s, now among the most reinterpreted periods in contemporary fashion.

Early 2000s Footballers’ Looks

Looking at Demna’s new lookbook, it is impossible not to think of the outfits worn by Cristiano Ronaldo at Carrington, Manchester United’s training ground; but also – and above all – the famous full-leather couple look worn by David and Victoria Beckham at the Versace party in 1999, right in the middle of the Tom Ford era. Yet the detail that most represents the magnetic power that Tom Ford’s creative direction at Gucci had on the collective imagination – and that we still feel today – is perhaps the fact that the looks that come to mind, among those worn by footballers in the early 2000s and instantly associated with Demna’s new creations, were not even signed by Gucci, let alone Gucci by Tom Ford. For example, those worn by Francesco Totti, Paolo Maldini and Christian Vieri.