Welcome to a new era of Gucci—with the defiant Demna touch. A heightened chapter that has the fashion world buzzing today.

The Georgian designer, who previously worked at Balenciaga, is now building immense anticipation after releasing his first collection following his recent appointment at Gucci. With his first show upcoming in February, this was a glimpse into the multifaceted ecosystem he’s creating.

Images courtesy of Gucci.

While this new chapter can be narrowed down to a few words: sexy, extravagant, and daring, La Famiglia was also playfully (and more accurately) described as the study of the “gucciness” of Gucci, transporting the brand into a collective mindset with a shared — yet distinct — aesthetic language.

The collection is uniquely revealed through photographs by Catherine Opie, showcasing framed portraits of individual personalities and distinct aesthetic styles that represent various aspects of the Gucci persona. For instance, there’s La Bomba, who embodies more feminine sass, while La Cattiva holds the elegance and lust of a femme fatale, and La Principessa is rightfully the center of attention. There are also other fun characters like Partyboy, It-Girl, La Drama Queen, and La Snob.

Images courtesy of Gucci.

These personalities are a mechanism for storytelling. It plays and moulds with the House’s codes, specifically the Italian art of effortless elegance. But heritage signatures still remain present—the floral motif and GG monogram appear throughout, but are reimagined to match the caricatures they embody.

Images courtesy of Gucci.

Silhouettes explore a spectrum, from the theatrical glamour of a feathered opera coat and jewelled extravagances to the soft seduction of second-skin hosiery. There’s also a nod to the archives. The Gucci Bamboo 1947 bag, a 78-year-old signature, is re-proportioned alongside the Horsebit loafer, a 1953 House icon—all of which still remain relevant today.

Feature Image: courtesy of Gucci.

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