Cover “La Famiglia” ushers in a new chapter for Gucci under Demna
“La Famiglia” ushers in a new chapter for Gucci under Demna
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With “La Famiglia”, Demna marks the dawn of a new era for Gucci. The collection honours the heritage of “Gucciness” while embracing a bold, seductive vision that affirms the brand’s luxury, allure and audacity.
In March 2025, Kering, the parent company of Gucci and Balenciaga, announced the appointment of Demna Gvasalia as Gucci’s new Creative Director, effective from July 2025. Following the tenure of Sabato De Sarno, the 1981-born designer unveiled his debut collection, “La Famiglia”, setting the stage for his first Gucci show, scheduled for February 2026.
Presented in a format far from the traditional runway, the collection made its debut ahead of Milan Fashion Week through a lookbook of 37 designs, captured as family portraits by photographer Catherine Opie. Each character portrayed a distinct facet of Gucci, from digital tastemakers to timeless Italian icons, together reflecting the brand’s layered identity.
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Above The lookbook opens with “L’Archetipo”, a monogrammed travel trunk (photo: Gucci)
The lookbook opens with “L’Archetipo”, a monogrammed travel trunk (photo: Gucci)
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Above The “La Famiglia” collection serves as a bridge between Gucci’s heritage and Demna’s avant-garde sensibility (photo: Gucci)
Above Demna describes the collection not as a conventional line, but as a study of “Gucciness” — the essence of Gucci expressed as both aesthetic philosophy and shared visual language (photo: Gucci)
The “La Famiglia” collection serves as a bridge between Gucci’s heritage and Demna’s avant-garde sensibility (photo: Gucci)
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Above The collection signals the return of a Gucci that is “sensual, luxurious and unapologetically bold,” contrasting the restraint of its predecessor (photo: Gucci)
Above Rather than focusing on one figure or gender, the collection celebrates a “constellation of distinct personas,” each embodying a different side of the Gucci soul (photo: Gucci)
The collection signals the return of a Gucci that is “sensual, luxurious and unapologetically bold,” contrasting the restraint of its predecessor (photo: Gucci)
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Above La Bomba, rendered in zebra stripes, captures pure allure (photo: Gucci)
Above The artistic dialogue between past and present is embodied in the bold Incazzata jacket (photo: Gucci)
La Bomba, rendered in zebra stripes, captures pure allure (photo: Gucci)
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The lookbook begins with “L’Archetipo”, a monogrammed travel trunk symbolising Gucci’s deep-rooted heritage in fine footwear and luggage. Throughout, the dialogue between eras is evident in the striking Incazzata jacket, the provocative zebra-print La Bomba, and the daring femme fatale La Cattiva. The collection extends from sharply tailored suits to glamorous gowns and sheer black pieces, shaping a multidimensional vision of Gucci.
Gucci’s icons, such as the 1947 Bamboo bag, Horsebit loafer, Flora print and GG monogram, re-emerge with a contemporary touch. Demna reinterprets these classics by rescaling, restructuring and reimagining them, breathing modern vitality into the house codes. Despite their audacious edge, the designs remain anchored in reverence for the heritage that defines Gucci’s identity.
Above The Italian spirit of natural elegance shines through the notion of “sprezzatura” (effortless style) (photo: Gucci)
Above Gucci’s legacy is revived through house icons such as the 1947 Bamboo bag, Horsebit loafer, Flora motif and GG monogram (photo: Gucci)
The Italian spirit of natural elegance shines through the notion of “sprezzatura” (effortless style) (photo: Gucci)
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Above The collection extends to tailored suits, sumptuous evening gowns and sheer black designs, creating a richly textured Gucci aesthetic (photo: Gucci)
Above Menswear evolves with eveningwear sophistication, seen in transparent fabrics and daring silhouettes (photo: Gucci)
The collection extends to tailored suits, sumptuous evening gowns and sheer black designs, creating a richly textured Gucci aesthetic (photo: Gucci)
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Above The union of refined materials and relaxed tailoring achieves a balance of luxury and ease, allowing each wearer to express individuality (photo: Gucci)
Above Demna refines subtle yet deliberate details through elegant low-heeled slingbacks and soft leather mules that gently embrace the heel (photo: Gucci)
The union of refined materials and relaxed tailoring achieves a balance of luxury and ease, allowing each wearer to express individuality (photo: Gucci)
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Drawing from the Italian art of dressing, Demna weaves the essence of “sprezzatura”, effortless elegance, into the collection. This spirit unfolds through understated gestures: graceful low-heeled slingbacks, supple leather mules, and fluid silhouettes. The fusion of fine materials and ease of wear creates a style that feels both indulgent and liberating, empowering wearers to shine with quiet confidence.
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The collection will be officially unveiled on 22 and 23 September 2025, with limited-edition pieces available at ten Gucci boutiques worldwide from 25 September to 12 October. Simultaneously, Gucci will debut The Tiger, a short film directed by Spike Jonze and Halina Reijn, starring Demi Moore and a constellation of celebrated faces. The film portrays the “Gucci family”, where conflict, ego and the need for self-expression intertwine.
