The Italian house, which is expected to premiere its short film The Tiger, directed by Spike Jonze and Halina Reijn, during Milan Fashion Week, has released the first collection designed by new creative director Demna

Gucci has chosen to begin its new chapter with a family portrait, or rather, a whole album of them. Demna&rsquo;s first collection for the house, titled La Famiglia, introduces what Gucci calls &ldquo;a new era: unashamedly sexy, extravagant, and bold.&rdquo; It&rsquo;s not just a lineup of clothes but a manifesto, a declaration that Gucci is ready to embrace irony, seduction, and theatricality once again.
Photographed by Catherine Opie, the collection reads like a deliberately mismatched family album. There&rsquo;s L&rsquo;Archetipo, a monogrammed trunk that nods to Gucci&rsquo;s luggage-making roots; Incazzata, dressed in a fiery 1960s red coat; and a lineup of alter egos- La Bomba, La Contessa, Sciura, Miss Aperitivo, even The Influencer - each representing a facet of what Gucci calls &ldquo;the Gucci person.&rdquo; The result is a constellation of characters that define the brand&rsquo;s collective identity for the now.
At the heart of La Famiglia is sprezzatura, that very Italian knack for looking effortless while being anything but. House icons like the Bamboo 1947 bag and the Horsebit loafer are refreshed for today. The Flora motif reemerges in a moody, nocturnal version, while the GG monogram gets pushed to a maximalist extreme.
For Gucci, this debut is more than a lookbook. It&rsquo;s a return to storytelling, a bridge between heritage and new languages. The maison frames the collection as &ldquo;dressing for the pleasure of it,&rdquo; a statement about bringing joy and provocation back to its codes.
La Famiglia will be available for a very limited run, from September 25 through October 12, in only ten Gucci boutiques worldwide. It&rsquo;s a tightly controlled release that teases what&rsquo;s next: Demna&rsquo;s first full runway show for Gucci in February.

Demna Debuts at Gucci With ‘La Famiglia’

L'Officiel Ibiza n.4 Cover by Rossy de Palma

L'Officiel Ibiza n.4 Cover by Solomun

L'Officiel Ibiza n.4 Cover by Orlando Bloom

L'Officiel Ibiza n.4 Cover by Ciara

L'Officiel Ibiza n.4 Cover by Burberry

L'Officiel Ibiza n.2 Cover by Rosalía

L'Officiel Ibiza n.2 Cover by Yves Uro

L'Officiel Ibiza n.2 Cover by Matea Brakus

L'Officiel Ibiza n.1 Cover by Maurizio Cattelan

L'Officiel Ibiza n.1 Cover by Madonna

Demna Debuts at Gucci With ‘La Famiglia’

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