Cover Yang Yan, Zhang Ze Tong, Billkin, Shye, Haven (Photo: courtesy of Gucci)
Yang Yan, Zhang Ze Tong, Billkin, Shye, Haven (Photo: courtesy of Gucci)
1 / 1
As the bold new collection lands in one of ten global locations, we look at the celebrity-fuelled event and the ‘Gucciness’ that defines the brand’s provocative next chapter
The world of fashion thrives on storytelling, and for its latest chapter, Gucci is telling its most provocative story yet. The House has unveiled La Famiglia—a collection that champions an uncompromising aesthetic: unapologetically sexy, extravagant and daring. It is, as the brand describes, a study of “Gucciness” as a state of mind.
This bold new era has been brought to life through an exclusive global retail takeover, available for a limited time only in 10 select locations worldwide. For Southeast Asia, the destination is the Gucci boutique at Marina Bay Sands, Singapore, where the collection can be seen until October 12.
The launch event on September 24 offered a compelling preview of this new style doctrine, with regional tastemakers demonstrating how to embody the new Gucci mindset. The La Famiglia concept itself frames the brand as a constellation of dynamic characters, embracing archetypes that range from the elegant “La Contessa” to the fiery “Incazzata”.
More from Tatler: Gucci features Emily Ratajkowski in a campaign
Above Billkin Putthipong Assaratanakul (Photo: courtesy of Gucci)
Above Haven (Photo: courtesy of Gucci)
Billkin Putthipong Assaratanakul (Photo: courtesy of Gucci)
1 / 2
Brand ambassador Billkin Putthipong Assaratanakul embodied the elegant theatricality of the new masculine silhouette. His ensemble, taken directly from the Gucci autumn/winter 2025 collection, was a statement in itself: a black technical grain de poudre formal jacket and wide-leg trousers—a modern take on formalwear. The turtleneck shirt with a back closure spoke to the collection’s focus on subtle sensuality and tailoring, and is paired with the iconic Men’s Horsebit loafer and a black leather Gucci Jackie from the La Famiglia selection.
Singer-songwriter Haven introduced a splash of colour. Her Gucci Pre-Fall 2025 printed georgette pleated dress in lilac and purple was a celebration of confident femininity. The look was grounded in House heritage, accessorised with the timeless Gucci Bamboo 1947 in small black leather and classic Horsebit ballet flats.
See also: Slow days, fast company: Gucci unveils its Gucci Lido campaign
Above Shye (Photo: courtesy of Gucci)
Above Zhang Ze Tong (Photo: courtesy of Gucci)
Shye (Photo: courtesy of Gucci)
1 / 2
Meanwhile, Shye championed the new emphasis on statement classics. Her black wool dress with a Horsebit detail, paired with a loafer pump (yet again featuring a Horsebit detail), demonstrated the collection’s focus on clean, sophisticated lines. The ensemble was finished with the Gucci Siena bag in light grey leather.
Actor Zhang Ze Tong opted for a more relaxed approach with a bleached cotton denim jacquard shirt that transitioned from gradient dark blue to white, styled with Gucci Horsebit loafers in black. The iconic Gucci Horsebit 1955 Aura in black leather served as the punctuation mark for this look.
Above Yang Yan (Photo: courtesy of Gucci)
Yang Yan (Photo: courtesy of Gucci)
1 / 1
Similarly, Yang Yan showcased the versatility of the Gucci pre-fall 2025 aesthetic in a soft leather with a nylon polo shirt in black.
La Famiglia is a strong declaration: Gucci is ushering in a new chapter, where the legacy of the House—its iconic Horsebit, the Jackie and the Bamboo—is preserved. It is confidently adapted for a new generation that prizes self-expression above all else.
Again, for those in Singapore, this philosophy can be experienced firsthand at the brand’s Marina Bay Sands store until October 12, ahead of the full collection launch in January. It is an invitation to join an extravagant new famiglia built on style, character and a shared mindset.
NOW READ
What goes around: behind the story and craftsmanship of the Gucci Blondie
The Gucci Softbit reimagines house codes for a new era of practicality
Gucci makes fashion history at Cannes with a custom saree worn by Alia Bhatt
Topics
Angela Nicole Regis Guiral is the assistant digital editor of Tatler Philippines. She studied journalism and has since written features that look closely at how culture, lifestyle and social impact converge, while occasionally wandering into the worlds of style and travel.
