Demna is introducing the world to La Famiglia, his sartorial interpretation of 38 Gucci personalities, for his debut as creative director of the House. The collection comes to life through a series of portraits captured by Catherine Opie, each of which features a different personality, from the animal print-clad La Bomba to La Ragazza, a teenage It Girl drenched in leather. La Famiglia ushers in an unapologetic era of expression and serves as the foundation for Demna’s chapter ahead of his first show in February 2026.
La Famiglia reinterprets (and Demna-fies) House codes, though gently, seemingly without the desire of virality that was seen at the creative director’s previous post. There is no over-the-top distressing, no oversized silhouettes and no towel dresses – only attitude, purposeful opulence and sprezzatura, the Italian art of elegant nonchalance. Demna offers an homage to the House’s luggage origins with L’Archetipo, a monogrammed travel trunk, and reinvents the Gucci Bamboo 1947 bag, the Horsebit loafer and the floral motif.
La Famiglia will not be shown in a traditional runway format during Milan Fashion Week, but rather through a short film, Tiger, directed by Spike Jonze and starring Demi Moore. The collection will be available in 10 Gucci stores worldwide (Milan, Paris, London, New York, Los Angeles, Beijing, Seoul, Singapore, Shanghai and Tokyo) from 25 September until 12 October.
