Overview
Demna’s first collection for Gucci, titled “La Famiglia” (“The Family”), was unveiled ahead of Milan Fashion Week Spring/Summer 2026. It marks a new creative chapter for the luxury house following his appointment as Gucci’s Artistic Director in July 2025.
Key Features & Presentation
- Lookbook-First, Runway Later
Demna released a lookbook of 37-38 character-driven ensembles online (via Instagram and Gucci’s site) before the formal presentation.
The lookbook is styled as family portrait-archetypes, each representing a facet of what Gucci could be under his leadership.
- Short Film Premiere
Alongside the lookbook, Gucci premiered The Tiger, a short film directed by Spike Jonze & Halina Reijn, starring Demi Moore and others. The film visualizes the characters and themes behind La Famiglia. - Archetypes & Style
The collection introduces personas such as “Partyboy,” “Narcisista,” “Direttore,” “Androgino,” “Nerd,” “Miss Aperitivo,” etc., each represented with distinct styling: shimmering vests, silk shirts, sheer mesh pieces, opulent gowns, faux fur coats, classic Gucci motifs (Flora print, Horsebit, GG monogram) reimagined through Demna’s direction. - Limited Release Strategy
La Famiglia will be sold in 10 Gucci boutiques worldwide for a limited period (from September 25 to October 12, 2025).
Significance & Context
- Heritage Meets Innovation
Demna is balancing Gucci’s iconic heritage codes (monograms, historical prints, archival pieces) with his signature edge from his previous work at Balenciaga—provocative styling, dramatic silhouettes, bold narratives. This suggests his vision seeks to refresh Gucci while not discarding its legacy. - Changing Presentation Formats
Choosing a lookbook + film instead of a full runway show reflects both time constraints and perhaps a different approach to how fashion is shown in 2025. It shows increasing importance of digital storytelling & cinematic display. - Market Pressure & Brand Repositioning
Gucci has faced declining sales; this collection is seen as part of a strategy to reignite interest, reaffirm brand identity, and perhaps reach younger or more style-diverse consumers. Demna’s appointment was part of that effort.
What to Watch Next
- How these looks translate to runway form in the upcoming official Gucci show (expected February 2026).
- Consumer and critical response—whether the mix of boldness, archive callbacks, and theatricality drives sales or brand perception.
- How Demna continues to integrate Gucci codes with his own design language, especially in terms of silhouettes, materials, and accessories.
