Gucci presents its new La Famiglia Collection

La Famiglia, a new campaign by one of the world’s leading luxury brands, Gucci, reveals wardrobes that mark the genesis of a new Gucci era by Demna: unapologetically extravagant and daring. First unveiled in September, the La Famiglia collection reflects Georgian fashion designer and Gucci’s new creative director, Demna Gvasalia’s, ongoing research into the House’s archival and visual codes across multiple eras, in anticipation of his personal vision for Gucci, which will be revealed in February.

La Famiglia suggests a Gucci that is once again interested in the tension between individuality and collective identity, where extravagance is declarative. In Demna’s hands, heritage becomes material, reworked through silhouettes and attitudes that feel instinctive, almost confrontational, yet rooted in the brand’s lineage. It is an assertion of confidence as Gucci prepares to articulate its next chapter.

Captured by Catherine Opie, each character appears as a distinct facet of the House’s personas, shaped by attitude, aesthetic language and the shared mindset that defines the “Gucciness” of Gucci. Across the campaign, gesture, styling and presence highlight the different personalities within this extended Gucci family, revealing how their wardrobes form a collective identity built on ease, character and iconic codes.

The collection unfolds through a spectrum of characters whose wardrobes reinterpret these codes with new sensuality, spontaneity and Italian attitude. Incazzata appears in her vivid 1960s-style little red coat, reflecting her fiery demeanour. Gallerista moves through the world in a refined black look, complemented by the re-proportioned Bamboo 1947 bag. The Italian art of effortless elegance, sprezzatura, informs gestures of ease, seen in soft leather mules worn stepped-in. Dressing for pleasure carries into menswear, visible in Direttore’s tailored suit and Principino’s look, defined by his natural pull toward the centre of attention. Each character and wardrobe reveals one of the many personas of La Famiglia and the distinctive aesthetic attitudes that define the collection.

As February approaches, La Famiglia sets the tone for a Gucci that understands its past, commands its present and moves boldly toward its future. Unafraid of excess, complexity and character, the House is claiming its authority through sprezzatura rather than spectacle. The La Famiglia collection will be available in Gucci stores worldwide and online starting January 8.