Demna’s Gucci: A Family Portrait of Fashion’s Future
Gucci didn’t wait for the runway. Instead, it staged a disruption worthy of its new artistic director: Demna’s debut dropped quietly, and yet explosively, through a 37-portrait lookbook unveiled just 36 hours before the house’s scheduled Milan presentation.
Gucci Collection
Entitled La Famiglia, this first chapter in Demna’s Gucci is a gallery of characters who embody what he calls “the Gucciness of Gucci.” Shot by Los Angeles fine-art photographer Catherine Opie, the images read like a family album—part satire, part homage. Here, “Miss Aperitivo” sparkles in sequins, “La VIC” lives head-to-toe in monogram, and “Il Narcisista” channels Tom Ford’s legacy with a shirt unbuttoned dangerously low.
Opie begins the series with L’Archetipo, a newly constructed Gucci trunk, recalling Guccio Gucci’s beginnings as a Florentine luggage maker in 1921. From there, Demna collides history with attitude. L’Incazzata (“the furious one”), modeled by Maria Carla Boscono, looks more poised than enraged in a scarlet 60s coat, gloves, horsebit heels, and Bamboo bag. Other characters push the codes further: L’Influencer struts in an oversized lizard-finish bomber and matching skirt, while Nerd nods slyly to Alessandro Michele’s early ribboned knits. Grand archetypes like La Contessa in Flora print and La Mecenate in metallic gown anchor the house’s legacy in Demna’s wry gaze.
According to Gucci, this debut is “the aesthetic base upon which Demna’s Gucci vision will be built leading up to his first show in February.” The message is clear: heritage and irreverence are set to walk hand in hand. Back in March, CEO Francesca Bellettini framed it perfectly—“Gucci has two souls: it has the heritage and it needs to have the fashionability.”
If La Famiglia is any indication, Demna intends to honor both. The first pieces from this collection arrive in ten Gucci stores worldwide later this week—offering the world its first taste of a new Gucci era, one where disruption feels right at home.
Spring 2026 Read to wear
Photo – Courtesy of Gucci | Vogue
[…] Demna Gucci Has Arrived […]