This Campaign Frames Fashion Through the Intimacy of Chosen Family
In Gucci’s latest campaign, a shared table becomes the setting where Demna’s vision for the house unfolds through chosen family, familiar faces, and the simple intimacy of being together
Moments of proximity
Gucci has unveiled The Gathering, a new campaign centered on the idea of chosen family, featuring a cast of brand ambassadors led by Ni Ni, Song Wei Long, and Davika Hoorne alongside her husband, Chantavit Dhanasevi.
Shot by Andrew Miksys, the campaign presents a vision of togetherness, with its subjects gathered around a shared table in looks from the house’s La Famiglia collection.
The images focus on moments of proximity. Different generations sit side by side, exchanging stories and creating new memories, as each individual’s distinct presence is allowed to remain intact.
The Gathering also serves as a narrative extension of Demna’s evolving direction at Gucci. Appointed creative director in 2025, Demna has been closely watched as he reshapes the house following his tenure at Balenciaga.
Demna’s evolving narrative
The La Famiglia collection, first presented in September, signaled a shift toward storytelling rooted in emotional closeness. This campaign offers context for that approach, placing the clothes within scenes of everyday connection.
Rather than presenting a single definition of family, the campaign emphasizes relationships built through choice and shared experience. The table becomes a site where individuality and belonging coexist, reflecting the ways modern relationships form and endure.
With The Gathering, Gucci continues its exploration of human connection through image making. The campaign frames togetherness as something shaped not only by what is worn, but by who is present in the moment it is worn.
The Gathering is Gucci’s latest campaign celebrating chosen family and human connection, featuring brand ambassadors gathering around a shared table in looks from the La Famiglia collection.
The campaign features global brand ambassador Ni Ni, brand ambassador Song Wei Long, and brand ambassador Davika Hoorne with her husband Chantavit Dhanasevi.
La Famiglia focuses on chosen family, relationships, and intimacy, presenting fashion as part of everyday life and shared moments rather than just as statement pieces.
Demna, appointed Gucci’s creative director in 2025, leads the campaign and the La Famiglia collection, exploring how fashion intersects with human connection and storytelling.
The campaign suggests that fashion is most meaningful when it fits naturally into real life, emphasizing pieces that reflect personality and connection over attention-grabbing designs.
Courtesy Gucci
Special thanks Andee D. Que
