The waiting is over: Demna’s new Gucci is here. And true to his appetite for disruption, it arrived by surprise—dropped via a lookbook 36 hours ahead of the house’s scheduled Milan presentation.
With a classic Demna move, Gucci unveiled “the beginning of a new era,” introducing a collection entitled La Famiglia. Framed as a study of “Gucciness”—the expression of the House’s identity and aesthetic universe—the collection was released entirely on Instagram, echoing the guerrilla-style drops once seen at Balenciaga.
Captured by Los Angeles–based fine art photographer Catherine Opie, the lookbook unfolds as 37 portraits of archetypal Italian characters, each infused with Demna’s sardonic lens. Among them, the Narcisista, shirt unbuttoned almost to his GG buckle belt; the Figo, exuding nonchalant sex appeal; and the Bastardo, embodying sharp elegance with a hint of rebellion. These male personas join an extended Gucci family that embraces stereotypes with irony, sprezzatura, and unapologetic attitude.
Menswear takes a spotlight in Demna’s reboot.
Menswear leads this Gucci reset. Eveningwear appears in daring sheer fabrics and body-conscious cuts. Black-tie codes spill into unexpected areas, such as swimwear tailored with precision. Heritage icons also return in new forms: the GG Monogram, styled head-to-toe; the Horsebit loafer, updated for today; and sharp tailoring that ranges from maximalist extravagance to minimal sensuality.
La Famiglia is more than a collection—it’s Demna’s manifesto for a new Gucci masculinity: experimental yet refined, grounded in heritage but pushing the boundaries of Italian elegance. It channels sprezzatura—the studied nonchalance that defined la dolce vita—into menswear designed for pleasure, for presence, for performance.
This marks the start of Demna’s Gucci. It is unapologetically sexy, extravagant, and daring. His first runway show as creative director arrives in February 2026, but La Famiglia sets the foundation for a bold new era in menswear.
