A New Gucci Era Begins
After months of speculation, the fashion world finally got a first look at what Demna Gvasalia envisions for Gucci — and it’s nothing short of radical.
Unveiled under the evocative name La Famiglia, the new collection marks the official beginning of Demna’s Gucci — a chapter that the house itself calls “the genesis of a new era.”
Gone is the uncertainty of what Gucci would look like under his direction; instead, we’re met with a collection that is bold, sensual, and steeped in cinematic Italian allure.
The Gucci Codes
Demna’s La Famiglia is both a love letter and a rebellion. It draws from the sleek, provocative sensuality of Tom Ford’s era, yet nods to Alessandro Michele’s maximalist romanticism.
Rather than discarding the past, Demna reframes it through a contemporary, boundary-pushing lens , one that celebrates Gucci’s contradictions.
“It’s unapologetically sexy, extravagant, and daring,” the house shared in a statement, “a dialogue between the sensual and the surreal.”
At the heart of the campaign lies the idea of family — but not in the traditional sense. Shot by Catherine Opie, the collection showcases 38 distinct personalities, each embodying a different facet of the Gucci identity. From L’Archetipo, the personification of the maison’s iconic travel trunk, to La Bomba, exuding feline seduction, these archetypes form an extended Gucci family — eccentric, stylish, and unmistakably individual.
Maximalism Meets Minimal Seduction
True to Demna’s duality, La Famiglia blurs the line between excess and restraint.
- Feathered opera coats and high jewellery channel the grandeur of Old Hollywood glamour.
- Meanwhile, sheer hosiery dresses and second-skin silhouettes explore a new form of minimalist sensuality.
It’s a collection that says luxury doesn’t have to whisper but it doesn’t have to scream either.
Fashion critic Angelo Flaccavento notes: “Demna’s Gucci finds balance in contrast. It’s both bold and intimate a study in contemporary seduction.”
Sprezzatura: Effortless Italian Chic
Demna’s take on Gucci also taps into sprezzatura the Italian philosophy of effortless elegance.
Picture kitten heels worn with ease, soft mules, and fluid tailoring that feels more lived-in than staged. The message? Real luxury lies in comfort and confidence.
Heritage pieces are also reborn:
- The Bamboo 1947 bag now comes in sculptural new proportions.
- The Horsebit loafer, a timeless icon, continues to anchor the brand’s aesthetic.
- And the GG monogram returns in full force “from lens to loafer,” as Gucci puts it a maximalist move in a world that’s gone logo-shy.
La Dolce Vita, Reimagined
Above all, La Famiglia celebrates dressing for pleasure.
Transparent bodycon ensembles, black-tie swimwear, and second-skin fabrics embrace sensuality with intelligence. The result? A modern take on la dolce vita pleasure redefined for 2025’s digital generation.
There’s a cinematic quality to it all, reminiscent of Fellini’s golden age, yet filtered through a 21st-century lens. The garments feel like characters each with a story, each dripping with charisma.
