Glamour and Grit: Demna’s Gucci “La Famiglia”

Demna’s Gucci debut brings 38 archetypes to life in a theatrical mix of opulent gowns, sharp tailoring, and bold, character-driven silhouettes.

Demna, the Georgian fashion wizard, makes his Gucci debut in a Catherine Opie–shot campaign—setting the stage for tomorrow’s Milan show. Titled “La Famiglia,” the collection stages 38 archetypes as a living opera of Gucci’s identity that swings between flamboyance restraint and glamour.

The line-up is pure Demna theater: the principessa morphs into the it-girl; the influencer brushes past the party boy; the princess and the snob stand side by side like dueling mirrors. The drama queen and the diva sweep through in floor-length feather-trimmed gowns, while the nerd and the glam Milanese nonna surface in knit vests, horsebit-detailed trousers, and softly tailored coats. Tradition spiked the Direttore in a sharp black suit, bringing corporate gravitas to the mix.

Demna excavates Gucci’s history of familial contradictions and controversy: excess and elegance, flamboyance and formality recasting it through a bold, contemporary lens. Tiger-fur coats with brutal shoulders collide with neat leather skirt suits; sweeping gowns flirt with sharply cut blazers. It’s a collection less about a single look than about Gucci’s many faces, bound together in familial tension and theatrical glamour.

We can’t wait for tomorrow’s Milan show, with La Famiglia arriving exclusively at 10 Gucci boutiques worldwide from September 25 to October 12. The collection signals a new chapter for the house—one that celebrates chaos, character, and couture in equal measure.