22 September 2025 |
Meet “La Famiglia.”
Welcome to debut season! Now that we’re solidly in the thick of fashion month, the big game of creative director musical chairs has reached its culmination as long awaited names unfurl their respective visions. Who landed the first strike? Well, just a mere 24 hours before Milan Fashion Week kicks off formally comes a surprise in our inboxes: Demna’s Gucci era is upon us. The lookbook, titled “La Famiglia” is in line with what you’d want for the designer’s first collection for the Italian luxury brand, namely a celebration of the archetypes you’d associate with the house, albeit with a cheeky Demna twist. Consider it a soft launch, complete with his cast of characters.
Consisting of 38 looks shot by photographer Catherine Opie, it opens not with a person but an object. Dubbed L’Archetipo, the monogrammed travel trunk serves as a fitting tribute to Gucci’s history as the brand is rooted in travel and leather goods. Per the brand’s first press release, La Famiglia is designed as a study of the “Gucciness” of Gucci rooted in unapologetically flaunting its sexy, extravagant, and daring nature. After a nod to the past, Demna goes head first into his future, highlighting personalities that reflect that different aesthetics — his Gucci gang.
And who exactly is in this group? The first look with clothes is The Incazzata, a fiery woman. Technically, the word translates to pissed off or angry so you could safely call her brat. Clad in a 60s style red coat, it’s elegant with a bit of attitude and acknowledges the era when Gucci first produced ready-to-wear. From there Demna explores other archetypes like La Cattiva, a head-to-toe black look that is meant to channel a femme fatale. Miss Apertivo, a vision in shimmering silver, is ready for a night out while La Bomba is sexy and fearless in a fur coat and not much else. Head-to-toe logo is embraced, especially for the character dubbed “La V.I.C.” while L’Influencer is a figure dressed in brown leather, ready to pose for #content. A male model wearing only a pair of briefs is Bastardo. All reflect Demna’s humor and ability to skewer not just himself but the luxury industry as a whole. And finally, for evening you’ll find gowns as embodied by La Drama Queen, La It-Girl, and La Principessa.
Being that accessories are Gucci’s bread and butter, naturally Demna knows a thing or two about selling those. For his debut, the initial offering is smaller, reflecting both a need for practicality as well as honoring the brand’s history. There are slingback kitten heels and mules as well as the signature Horsebit loafer — all easy and elegant footwear for people who need to rush about. Bag wise the Gucci Bamboo 1947 bag makes a return. Consider all of this merely but a taste of what’s to come in February, when Demna makes his splashy formal runway debut.
