In true Demna style, Gucci’s new artistic director has revealed a surprise drop called La Famiglia, featuring 38 unique looks.
The lookbook is positioned as a study of “Gucciness” and explores Demna’s vision for the house. Captured through the lens of Catherine Opie, it depicts an extended Gucci family made up of distinct personalities and styles. Each figure embodies a facet of Gucci’s persona.
These include L’Archetipo, represented by a monogrammed travel trunk that nods to the brand’s origins in luggage making, and the Incazzata, dressed in a 1960s-inspired red coat reflecting her fiery character. Other characters include La Bomba with her feline stripes, La Cattiva with femme fatale severity, and Miss Aperitivo whose only concern is enjoyment. Contemporary archetypes appear as well, such as L’Influencer, while figures including La Mecenate, La Contessa, Sciura, and Primadonna convey traditional Italian refinement. Principino and La Principessa embody the duality of being the centre of attention.
These include L’Archetipo, represented by a monogrammed travel trunk that nods to the brand’s origins in luggage making, and the Incazzata, dressed in a 1960s-inspired red coat reflecting her fiery character. Other characters include La Bomba with her feline stripes, La Cattiva with femme fatale severity, and Miss Aperitivo whose only concern is enjoyment. Contemporary archetypes appear as well, such as L’Influencer, while figures including La Mecenate, La Contessa, Sciura, and Primadonna convey traditional Italian refinement. Principino and La Principessa embody the duality of being the centre of attention.
Italian concepts of sprezzatura, or effortless elegance, are woven throughout. Details include slingback kitten heels, soft leather mules worn stepped-in, and gestures of ease that balance refinement with informality. Gucci’s heritage codes also play a central role. The Bamboo 1947 bag has been re-proportioned for modern use, while the Horsebit loafer, first introduced in 1953, is revisited. The Flora motif appears both in its original form and as a darker reinterpretation. The GG monogram, derived from the initials of founder Guccio Gucci, is carried through the collection in a head-to-toe approach.
Silhouettes move between opposites, ranging from the grandeur of feathered opera coats and high jewellery to minimal hosiery garments. A focus on dressing for pleasure extends across menswear, with eveningwear elements reworked into bodycon sets and black-tie swimwear, offering a contemporary take on la dolce vita.
The brand describes La Famiglia as a return to storytelling, linking Gucci’s history with its future direction. It sets the foundation for creative director Demna’s first Gucci show, scheduled for February, by defining the aesthetic codes that will shape his vision for the House.
