Demna began his role as creative director at Gucci in 2025, and La Famiglia quickly emerged as the first clear expression of his direction for the house. Introduced in September, the project presented his vision through portraiture, archetype, and attitude. The collection now moves from concept into retail, available worldwide in Gucci stores and online.
La Famiglia reflects Demna’s examination of Gucci archives and visual codes across different eras. Rather than presenting a linear narrative, the collection approaches Gucci as a language shaped by attitude, character, and social role. The initial presentation took the form of a lookbook built around archetypal portraits, including figures such as the Primadonna, the Sciura, and the Galleria.
That introduction expanded through a short film titled The Tiger, directed by Spike Jonze and Halina Reijn. The cast included Demi Moore, Keke Palmer, Edward Norton, and Elliot Page.
Following the initial release, La Famiglia gained further visibility through a series of celebrity appearances. Dua Lipa wore a coordinating khaki shirt and skirt covered in a GG monogram. Kim Kardashian appeared in a cropped fur coat pulled in at the waist with a chain belt. Dixie D’Amelio previewed an all-black look with a barely fastened top and close-fitting trousers.
With the retail launch, the focus shifts toward individual garments and accessories, inviting wearers to reinterpret Demna’s vision within their own wardrobes. The collection carries forward design traits associated with Demna’s decade-long tenure at Balenciaga. Oblong and ballooned sleeves, sculptural collars, and a subverted approach to femininity appear throughout the line.
At the same time, La Famiglia operates as a close study of Gucci’s visual history. Demna revisits established house codes through updated treatments of the Gucci Bamboo 1947, the Flora motif, and the GG Monogram. References to past creative eras appear through form and styling. Slinky leather pieces recall the sensual sharpness associated with Tom Ford’s tenure, while sheer gowns with floral and feathered details nod toward Alessandro Michele’s theatrical vocabulary.
This interplay between Demna’s established design language and Gucci’s existing symbols defines the collection’s tone. The garments read as deliberate, expressive, and unapologetic, presenting fashion as a reflection of personality and power.
gucci what on earth, why is this photography so bad? Why does this look so cheap?