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
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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
Frequently Asked Questions
La Famiglia is Demna’s debut lookbook as artistic director of Gucci, released ahead of his first runway show in February. The collection reinterprets the house’s heritage codes through a cast of distinct archetypes — from the narcisista to the rubacuori — photographed by Catherine Opie.
Demna describes “Gucciness” as the expression of Gucci as a mindset and shared aesthetic language rather than a fixed set of visual codes. La Famiglia uses this concept as a foundation, drawing on the house’s Italian heritage, sprezzatura, and the personalities of an extended Gucci family.
Sprezzatura is an Italian concept describing the art of effortless elegance — the appearance of ease in style and manner. In La Famiglia, it informs the collection’s gestural looseness, with heritage signatures revisited and glamour carried through all menswear looks in a way that feels considered but uncontrived.
L’Archetipo opens the La Famiglia lookbook as a monogrammed travel trunk referencing Gucci’s origins as a valigeria — an Italian maker of luggage, leather goods, and travel accessories. It anchors the collection in the house’s founding identity before expanding into its cast of contemporary archetypes.
Demna’s first full runway show for Gucci is scheduled for February, following the release of La Famiglia as an introductory lookbook. The collection establishes the aesthetic and conceptual foundation upon which his full vision for the house will be built.
