We finally get a preview of what Demna envisions for Gucci.
As we wait with bated breath for fashion’s most anticipated season, with the greatest number of new creative directors driving fashion’s most prominent houses, the mystery to what Gucci will look like under its new artistic boss has now been solved. In a sense.
Unveiled just yesterday, Gucci’s latest collection, La Famiglia, offers the first glimpse into Demna Gvasalia’s vision for the storied Italian house. Moreover, this debut marks what the brand calls “the genesis of a new Gucci era.”
House Codes Redefined
The collection presents a deliberately provocative aesthetic. Furthermore, it positions itself as “unapologetically sexy, extravagant, and daring”, perhaps tapping into the sleek sexuality of the Tom Ford era mixed in with Alessandro Michele’s maximalist ouvré. In other words, rather than abandoning Gucci’s heritage, Demna reinterprets the house codes through contemporary eyes.
Central to this vision is the concept of an extended Gucci family. Photographer Catherine Opie captures singular personalities—38 in all—each embodying different facets of the brand’s identity. These characters range from L’Archetipo, a portrait of the maison’s monogrammed travel trunk to La Bomba’s feline sass.
Maximalism Meets Effortless Chic
Significantly, the collection balances maximalism with restraint. On one hand, feathered opera coats and high jewellery embrace theatrical grandeur. Conversely, seamless hosiery garments explore neo-minimal sensuality. This duality suggests Gucci’s expanded aesthetic range under Demna’s direction.
The Italian concept of sprezzatura—effortless elegance—permeates the collection. Slingback kitten heels worn casually and soft leather mules exemplify this approach. Meanwhile, heritage signatures receive contemporary updates. The Bamboo 1947 bag appears in new proportions, while the classic Horsebit loafer maintains its iconic status.
Notably, the GG monogram appears with renewed prominence. The brand describes this as “head-to-toe abandon, from lens to loafer: All or Nothing.” This maximalist approach contrasts sharply with recent fashion’s logo-shy tendencies.
La Famiglia, Gucci
La Dolce Vita
Perhaps most telling is the collection’s emphasis on “dressing for pleasure.” Transparent bodycon sets and sophisticated black-tie swimwear reinterpret la dolce vita for contemporary audiences. These pieces suggest Demna’s intention to reintroduce hedonistic glamour into Gucci's DNA.
La Famiglia ultimately positions Gucci as returning to storytelling. As the brand states, it’s “going back to the future by way of the past.” This collection establishes the foundation for Demna’s full debut show, coming this February.
