Courtesy of Gucci

No, your eyes do not deceive you— Gucci didn’t flood its Instagram feed with throwback images this morning. That was, in fact, Demna’s newest surprise-dropped-via-lookbook collection for Gucci. Titled “Generation Gucci,” the imagery follows an “imaginary Gucci show that never happened,” according to the press release—though the primary archival reference point is immediately visible to the fashion eye.

“Generation Gucci” is the Georgian designer’s second surprise drop and second collection for the house, the first of which hit stores immediately following its unveiling. According to the press release, the new lookbook “combines different generations of product and imagery into one aesthetic narrative, anticipating his personal vision for the house, which will be r

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