When Gucci announced Demna as its new creative director earlier this year, the fashion world collectively raised an eyebrow. Could the man who built Balenciaga into a meme-generating, culture-shifting machine really bring that same disruptive energy to a house so deeply rooted in Italian glamour? Well, the first taste of Demna’s Gucci has arrived — and let’s just say, the tea is piping.

The debut campaign, fittingly titled La Famiglia, isn’t just about clothes. It’s a full-blown character study of what the brand calls the “Gucciness of Gucci” — a mindset, a language, a way of existing that’s equal parts elegance and eccentricity. Instead of traditional models, Demna introduces us to a quirky cast of Gucci archetypes: Miss Aperitivo, L’Influencer, La Bomba, and Primadonna. Think of it as Gucci’s very own extended family album, shot through Demna’s surrealist lens.

Visually, the campaign pulls heavily from sixties inspiration, with decadent fur coats, shimmering evening gowns, leather co-ords, and dramatic silhouettes that scream old-school luxury with a twist. Naturally, house staples get their glow-up too: the Bamboo 1947 bag, Horsebit Loafers, and the GG Monogram are all here, reimagined but instantly recognisable.

ABOVE: Demma’s First Gucci Campaign

But let’s be clear: this isn’t nostalgia dressing. Demna’s touch is unmistakable. There’s something cheeky, off-kilter, even a little surreal about how tradition and play collide in this new Gucci universe. It’s glamorous but slightly tongue-in-cheek, polished but with just enough chaos to feel contemporary.

And because Demna loves a long game, La Famiglia is just the appetizer. The full feast comes in February, when he makes his runway debut for the house. If this campaign is anything to go by, Gucci under Demna is about to be a family affair worth watching.