'Gucci: La Famiglia' - The dawn of a new era

A blatantly sexy, exaggerated and daring proposal.

15 photos

The Italian fashion house is pleased to present Gucci: La Famiglia, its latest campaign and the first visible chapter in the universe Demna is building. First unveiled in September, La Famiglia functions as an exercise in emotional and aesthetic archaeology. The creative director revisits Gucci‘s archives and visual codes across various eras, intertwining them in a narrative that anticipates his personal vision for the House, which will officially debut in February.

Catherine Opie has been tasked with capturing each character as an essential part of this imaginary family tree. They represent archetypes, figures that embody different facets of the Gucci spirit, united by the same aesthetic sensibility and a shared mindset that defines the idea of “Gucciness”.

Through gestures, styles and striking appearances, La Famiglia builds a collective identity based on naturalness, character and the power of iconic codes. The wardrobes of this extended family speak to each other: they contradict, seduce and complement each other, establishing a common language.

The collection unfolds like a fan of personalities that reinterpret those classic codes with a new sensuality, spontaneity and a deeply Italian attitude. Incazzata bursts onto the scene with her volcanic temperament, dressed in a vibrant 1960s-inspired ‘little red coat’. Gallerista, on the other hand, moves with the elegance of a clean black look, elevated by a re-proportioned Bamboo 1947 bag.

Sprezzatura—that Italian art of effortless elegance—filters into every gesture and design: soft leather mules that are stepped on from behind, as if the pleasure of dressing were above any norm. This attitude also permeates menswear, present in the Direttore tailored suit and the Principino look, whose natural magnetism captures everyone’s attention.

The collection will be available in Gucci stores worldwide and on gucci.com starting today.