Demna Reveals Exciting New Direction for Gucci

Demna Gvasalia, the newly appointed creative director of Gucci, has unveiled an exciting vision for the brand’s future. On Monday, he introduced the ‘La famiglia’ collection, which he describes as the start of a bold, sensual, and provocative era for Gucci.

Exploring “Gucciness”

This new collection delves into the various aspects of what it means to be “Gucci.” The essence of the brand is captured beautifully through Catherine Opie’s portraits, presenting a rich tapestry of personalities and contrasting aesthetics. This illustrates the diverse and ever-changing identity of Gucci.

The Collection Highlights

The lookbook begins with ‘L’archetipo,’ a stylish monogrammed suitcase, paying homage to Gucci’s luxury luggage roots. Next, ‘L’incazzata’ makes an impression in a vivid red coat reminiscent of the 1960s. The collection features bold ensembles like the striped ‘La bomba,’ embodying flamboyance, while ‘La cattiva’ showcases timeless elegance.

Items like ‘Miss aperitivo’ embrace indulgence, while ‘L’influencer’ captures the attention of the digital fashion scene. Other segments feature characters such as ‘La mecenate,’ ‘La contessa,’ and ‘Primadonna,’ each representing variations of quintessential Italian elegance. ‘Principino’ and ‘La principessa’ display their shared love for the spotlight.

Italian Elegance

An aura of effortless sophistication characterizes each piece—think low-heeled slingbacks and delicately crafted leather footwear. This embodies the Italian notion of ‘sprezzatura,’ which celebrates a casual yet polished style.

Revamped classic pieces like the Gucci Bamboo 1947 bag and the iconic Horsebit loafer take on new shapes and styles. The Flora motif appears with a fresh nocturnal twist, complemented by the timeless GG monogram adorning everything from glasses to loafers—creating a cohesive look.

Silhouettes in the collection expertly contrast maximalist gold accessories with snug, minimalist designs, showcasing the brand’s dynamic range.