When Gucci announced Demna as its new creative director, anticipation came baked in. This is a designer known for disrupting visual language and asking uncomfortable questions about taste, power, and luxury. With ‘La Famiglia,’ Demna does not rush to rewrite Gucci. Instead, he pauses, looks closely, and asks what Gucci actually means today. The result is confident, self-aware, and sharply considered.
First introduced last September through a cinematic campaign anchored by a short film, ‘La Famiglia’ marked Demna’s opening move at Gucci, unfolding as a character-driven world rather than a traditional runway debut. Now, the designer has released his first campaign for the house as the collection lands in stores. Shot by Catherine Opie, the new imagery moves away from spectacle and leans into portraiture. Each frame studies a character rather than a look, treating Gucci not as a logo but as a personality, or better yet, a mindset.
The cast reads like a social microcosm. Miss Aperitivo, L’Influencer, La Bomba, Primadonna. These are not costumes. They feel lived-in, deliberate, and oddly familiar. Demna frames Gucci as a family of archetypes, each with its own codes and contradictions. It is playful, but never unserious. There is humor here, but also control.
Visually, the collection nods to the sixties without falling into nostalgia. Fur coats are exaggerated and indulgent. Evening gowns shimmer with a sense of occasion that feels intentional rather than decorative. Leather co-ords sharpen the silhouette, grounding the drama with structure. Across the collection, familiar house signatures reappear with purpose. New interpretations of the Gucci ‘Bamboo 1947’ bag and ‘Horsebit’ loafers sit comfortably alongside the return of the GG monogram, reinforcing continuity without feeling referential for the sake of it.
Accessories play a crucial role. Belts with horsebit hardware, sculptural handbags, and vintage-inspired eyewear build character rather than overwhelm it. Nothing competes for attention. Everything works together. Dressing here feels considered, almost ceremonial, without losing its sense of pleasure.
What makes ‘La Famiglia’ compelling is its balance. Demna’s instinct for experimentation is present, but it never overshadows Gucci’s history. Instead, the collection suggests a conversation between past and present. It feels like a quiet recalibration, a designer learning the house by speaking its language fluently rather than loudly.
With the collection now available in stores and online, ‘La Famiglia’ moves from concept to closet. It offers a clear signal of where Demna is taking Gucci. Focused, character-driven, and unapologetically confident.
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