GUCCI
"La Famiglia": A Bold New Chapter Under Demna
Gucci has unveiled "La Famiglia," the first collection designed by new creative director Demna, marking a significant shift in the brand's narrative. This 37-look collection, presented through a digital-first approach, introduces a series of archetypal characters that embody the essence of "Gucciness." Photographed by Catherine Opie, the campaign showcases personalities like Miss Aperitivo, L’Influencer, La Bomba, and Primadonna, each offering a unique perspective on Gucci's multifaceted identity.
The collection is described as "unapologetically sexy, extravagant, and daring," featuring exaggerated silhouettes, high-low cultural references, and signature glamour. It blends archival elements with Demna's contemporary vision, incorporating pieces like monogrammed caftans with feather trims, vintage-inspired coats, and updates to classic accessories such as the Gucci Bamboo bag.
In a departure from traditional runway shows, Gucci has opted for a short film titled "The Tiger," directed by Spike Jonze and Halina Reijn, starring Demi Moore. This film, premiering during Milan Fashion Week, further explores the themes introduced in the collection, offering a cinematic extension of Demna's vision for the brand.
"La Famiglia" will be available in select Gucci stores worldwide from September 25 to October 12, ahead of a broader release in January. This strategic rollout reflects Gucci's commitment to immediacy and narrative-driven fashion, setting the stage for a dynamic and inclusive future under Demna's creative direction.
