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.
