Gucci is offering a deeper look into Demna’s evolving vision for the house with the official release of his “La Famiglia” collection, a follow-up to the designer’s first campaign, which debuted in September last year.
Appointed Gucci’s Creative Director in 2025, Demna arrived with expectations as heavy as the archives he inherited. Known for reshaping luxury through provocation and precision at Balenciaga, his next chapter has been closely watched. “La Famiglia” marks the earliest articulation of how he intends to reinterpret Gucci — not by erasing its identity, but by examining it closely.
According to the brand’s press release, the collection is conceived as a “study of the Gucciness of Gucci,” treating the house not just as a fashion label, but as a mindset with its own visual language and emotional codes. The campaign introduces a cast of framed, almost theatrical characters including Miss Aperitivo, L’Influencer, La Bomba, and Primadonna — each embodying a different facet of Gucci’s universe.
Shot by Catherine Opie, the new imagery sharpens focus on these characters through intimate, portrait-style compositions. The result feels deliberate and slightly confrontational, inviting the viewer to study each persona rather than consume them at a glance.
Visually, the collection leans into 1960s-inspired glamour, presenting fur coats, dramatic evening gowns and sleek leather co-ords that feel both indulgent and knowingly stylised. House signatures are reworked rather than revived verbatim: the Gucci Bamboo 1947 bag returns in updated forms, the Horsebit Loafer is reasserted, and the GG Monogram makes its presence felt once more.
Threaded through it all is Demna’s signature tension — where tradition meets irony, luxury flirts with experimentation, and elegance is never entirely comfortable. The collection doesn’t aim to provide answers just yet; instead, it sets the tone.
As a precursor to Demna’s highly anticipated debut runway show in February next year, “La Famiglia” reads less like a conclusion and more like an opening statement.
Take a closer look at the campaign above.
