Demna’s ‘La Famiglia’ marks the genesis of a new era that’s unapologetically Demna
Marking Demna’s debut as artistic director of Gucci is a collection that reinterprets the House’s codes through framed portraits of an extended Gucci family
What is Demna’s new collection for Gucci all about?
La Famiglia, marking Demna’s debut as the artistic director for Gucci, is a collection that signals the genesis of a new era: unapologetically sexy, extravagant, and daring. It is a study of “Gucciness,” an expression of the brand as a mindset and a shared aesthetic language.
It reinterprets the House’s codes through framed portraits of an extended Gucci family, captured by Catherine Opie, made up of singular personalities and distinctive aesthetic attitudes: the different facets of Gucci’s personas.
The lookbook opens with L’Archetipo, a monogrammed travel trunk that highlights the House’s origins as a valigeria—an Italian term referring to luggage, leather goods, and travel accessories. Several archetypes follow, with some quirkier than others: from the daring narcisista (narcissist) to the dashing rubacuori (heartbreaker).
The Italian art of effortless elegance, sprezzatura, informs gestures of ease. Heritage signatures are revisited and revived. Dressing for pleasure is emphasized, and glamour is carried over into all the menswear looks.
La Famiglia marks Gucci’s return to storytelling, going back to the future by way of the past. It defines the aesthetic base upon which Demna’s Gucci vision will be built, leading up to his first show in February.
Photos courtesy Gucci
