A closer look at the continuation of Demna’s first campaign and his reinterpretation of Gucci’s iconic vision.

Demna was first appointed Gucci’s new creative director in 2025, and since then all eyes have been on the former Balenciaga designer to see how he would reshape the house’s vision. Our first glimpse of Demna’s Gucci arrived in September with the launch of the “La Famiglia” collection, and now, the story continues.

The new campaign, shot by Catherine Opie, examines Gucci’s identity as a mindset and its unique language. Framed portraits of Gucci characters—Miss Aperitivo, L’Influencer, La Bomba, and Primadonna—reappear, now captured in sharper focus, emphasizing each personality’s role within the brand’s universe.

The Collection: Tradition Meets Surreal Play

Drawing inspiration from the sixties, the collection debuts decadent fur coats, glitzy evening gowns, and leather co-ords, reinventing and reviving house signatures. New versions of the Gucci Bamboo 1947 bag, Horsebit Loafers, and the iconic GG Monogram make a celebrated return.

Leaning into Demna’s surrealist style, the collection balances tradition with play, luxury with experimentation, and elegance with sensuality. Each piece offers a glimpse into the designer’s vision while honoring Gucci’s heritage.

Why This Campaign Matters

This campaign is more than an announcement; it’s a study in identity, creativity, and storytelling. Demna’s work challenges perception, merging fashion and art to redefine how we experience luxury campaigns in the digital age.

With a debut showcase scheduled for February next year, “La Famiglia” serves as both a teaser and a promise: Gucci under Demna is bold, playful, and unapologetically inventive.