Gucci Presents Demna's Official "La Famiglia" Collection
The follow-up from Demna’s first campaign, which launched in September last year.
Demna was first appointed Gucci’s new creative director back in 2025 and since then, all eyes have been on the former Balenciaga designer to see how he’d reshape the house’s vision. Our first taste of Demna’s Gucci arrived back in September with the launch of the “La Famiglia” collection and now, we’re getting a closer look.
According to the press release, the new release is a “study of the ‘Gucciness’ of Gucci,” exploring how the brand manifests as a mindset and its own unique language. Presenting framed portraits of Gucci characters, the initial campaign introduced us to personalities like Miss Aperitivo, L’Influencer, La Bomba and Primadonna. The new campaign comes lensed by Catherine Opie and takes a closer look at each “character” through a series of sharp portraits.
Taking inspiration from the sixties, the collection debuts decadent fur coats, glitzy evening gowns and leather co-ords, reinventing and reviving house signatures. Elsewhere, the collection features new versions of the Gucci Bamboo 1947 bag, Horsebit Loafers and of course, sees the return of the GG Monogram.
Leaning into Demna’s surrealist style, the result blends tradition with play, luxury with experimentation and elegance with sensuality. Offering a first glimpse of the designer’s vision, the campaign serves as a teaser for Demna’s debut showcase, scheduled for February next year.
Take a look at the new campaign above.
In other news, here’s the latest from London Fashion Week.
