Demna’s debut, aptly named Gucci La Famiglia, offers an unapologetically sensual and extravagant manifesto.
It is not merely a collection but a declaration: Gucci has reclaimed irony, seduction, and storytelling as its core codes.
Instead of a traditional runway debut, Gucci unveiled a photographic narrative. Shot by Catherine Opie, the collection was presented as an unconventional family album.
Every image represents a character within an eclectic tribe, bound by aesthetics rather than blood.
Figures such as La Bomba, La Contessa, Miss Aperitivo, and The Influencer create a constellation of identities.
Together, they define what Gucci calls “the Gucci person,” a fluid embodiment of belonging.
