“La Famiglia”: A Study of “Gucciness” in Gucci’s New Era under Demna

Gucci has just launched its new La Famiglia collection, marking the beginning of a fresh era of fashion storytelling and serving as a prelude to Demna’s first official runway show in February. The collection looks to the past in order to build the future — establishing the aesthetic foundations upon which the new Gucci vision will be built.

 

A Return to Storytelling and the Redefinition of “Gucciness”

La Famiglia is more than a collection — it is a study of “Gucciness”, a concept that defines Gucci not merely as a brand, but as a state of mind and a shared aesthetic language.

The collection reinterprets the House’s codes through framed portraits of an extended Gucci family: individuals with distinctive personalities, stylistic traits, and unmistakable attitudes. Characters such as Bastardo, La Bomba, La V.I.C., and Androgino showcase Gucci’s renewed embrace of provocation as a form of creative expression.

Style, Aesthetic, and Character

• Silhouettes: From lavish gowns to sharply cut suits with exaggerated shoulders and low-waist trousers, paired with signature Gucci touches.
• Textures and Materials: A bold mix of glamorous, provocative fabrics — sheer, glossy, and leather — infused with archival nods reimagined through Demna’s contemporary lens.
• House Codes: The double G monogram, the iconic green-red stripes, and elements of Gucci’s heritage return with new interpretations.

Significance for Gucci and Its Context

• The launch of La Famiglia comes at a crucial time, as Gucci has faced declining sales in recent quarters.
• Appointed as creative director earlier this year, Demna uses this debut to signal a new creative direction for the brand.
• The campaign is accompanied by a lookbook photographed by Catherine Opie, styled as family portraits that emphasize identity, legacy, and the diverse personalities that define Gucci.

Distribution and Availability

The La Famiglia collection will be available in ten Gucci boutiques worldwide from September 25 to October 12, ahead of its wider release:

• Beijing SKP
• Beverly Hills Rodeo Drive
• London New Bond Street
• Milan Monte Napoleone
• Paris Montaigne
• Seoul Cheongdam
• Shanghai Plaza 66
• Singapore Marina Bay Sands
• Tokyo Aoyama
• Wooster New York

Conclusion

La Famiglia marks the genesis of a new Gucci era: unapologetically sexy, extravagant, and daring. It is not simply a designer shift but a bold redefinition of Gucci’s essence — shaping identity through characters, storytelling, and an aesthetic that honors heritage while taking decisive steps into the future.

Demna signals that Gucci is no longer just a fashion label, but a platform for self-expression, identity, and aesthetic diversity.