Demna took over as creative director at Gucci in 2025, and his initial project, La Famiglia, quickly became a defining showcase of his new direction. Launched in September, this collection highlights Demna’s fresh vision through art and attitude, now available globally in Gucci stores and online.
La Famiglia is built on Demna’s exploration of the Gucci archives, focusing on its diverse visual codes through time. The collection doesn’t stick to a straightforward storyline but instead views Gucci as a language defined by attitude and social roles. The debut collection was unveiled in a lookbook featuring archetypal personalities like the Primadonna, the Sciura, and the Galleria.
This concept was further expanded through a short film, “The Tiger,” directed by Spike Jonze and Halina Reijn, featuring big names like Demi Moore, Keke Palmer, Edward Norton, and Elliot Page. Additionally, La Famiglia’s popularity soared with celebrity nods: Dua Lipa in a khaki GG monogram, Kim Kardashian in a cropped fur coat, and Dixie D’Amelio in a sleek black ensemble.
With the retail launch, individual pieces take center stage, encouraging wearers to infuse Demna’s style into their own looks. Signature elements from his time at Balenciaga—like ballooned sleeves and unique femininity—are evident throughout the collection.
La Famiglia is a deep dive into Gucci’s rich visual history, reimagining classics like the Gucci Bamboo 1947, Flora motif, and GG Monogram. The collection nods to past creative chapters: the edgy leather vibes of Tom Ford, and the ethereal gowns reminiscent of Alessandro Michele.
In La Famiglia, Demna’s established design language mingles with Gucci’s iconic symbols, resulting in garments that are bold, self-expressive, and powerful.
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