Titled La Famiglia, the inaugural Gucci collection of Demna will be available from 25 September to 12 October in 10 boutiques worldwide, including Singapore’s Marina Bay Sands, before its official launch in stores next February
Demna’s appointment at Gucci came on the heels of Sabato De Sarno’s departure–and the wait for his debut was fleeting. Ahead of Milan Fashion Week, the newly minted creative director unveiled La Famiglia, a 38-look lookbook that signals the start of a bold new chapter for the house. Described by Gucci as “a study of the ‘Gucciness’ of Gucci” and “an expression of the brand as a mindset and a shared aesthetic language,” the collection is as much a manifesto as it is a debut.
Captured by the lens of Catherine Opie, the portraits double as a teaser for Gucci’s next era: unapologetically sexy, extravagant, and daring. Here, Demna reinterprets the house’s storied codes through an extended Gucci family–each member a singular persona with a distinctive aesthetic attitude. Every frame is accompanied by a title that reflects the essence of its character: L’Archetipo, a monogrammed travel trunk nodding to Gucci’s origins in valigeria; Incazzata, a fiery ’60s-style little red coat; La Bomba, whose volatile feline sass is mirrored in her stripes; and La Cattiva, the embodiment of a femme fatale’s severe elegance.
Others capture the playful and the aspirational: Miss Aperitivo is wholly preoccupied with pleasure, while L’Influencer channels social-media–era fashion obsession. Italian elegance reigns in La Mecenate, La Contessa, Sciura, and Primadonna, while Principino and La Principessa assert the magnetic pull of being at the centre of attention.
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Equally distinctive in the stills are reimagined heritage pieces: the Gucci Bamboo 1947 bag is re-proportioned for contemporary use, and the Flora motif is revisited in both its classic and nocturnal forms. The GG Monogram, Guccio Gucci’s enduring signature, runs from head to toe—lens to loafer—in a bold, all-or-nothing statement.
Elsewhere, silhouettes span extremes, from the maximalist grandeur of feathered opera coats and high jewellery to the neo-minimal sensuality of seamless hosiery. Dressing for pleasure extends to menswear, where eveningwear’s elegance translates into transparent bodycon sets and black-tie swimwear–a modern reinterpretation of la dolce vita.
La Famiglia is evidently more than a debut collection; it is a return to storytelling, a nod to the past while carving out the future. It establishes the aesthetic foundation for Demna’s Gucci, setting the tone for his first runway show in February and heralding an era that is unapologetically extravagant, intimate, and unmistakably Gucci.
