Demna offers another glimpse of his new direction with a wardrobe defined by sexiness.
Summary
- The campaign serves as a teaser for the designer’s vision of the house, blending archival research with a sexy, daring aesthetic ahead of the full reveal in February.
- Shot by Catherine Opie, the visuals introduce archetypes like the fiery Incazzata and the refined Gallerista to illustrate different facets of the brand’s identity.
- The collection emphasizes effortless Italian elegance, featuring vivid outerwear, tailored menswear, and leather mules worn with a casual, stepped-in ease.
We are getting another look at what Demna intends to do with Gucci. The house has released La Famiglia, a campaign that acts as a prologue to this new chapter. It is not shy. The clothes are unapologetically sexy and extravagant, drawing on a period of research where Demna examined the house’s archival and visual codes. The result is a wardrobe that feels like a study in attitude.
Photographer Catherine Opie captures this shift. She documents a specific cast of characters, an extended family where every member represents a distinct facet of the “Gucciness” the brand wants to project. It is less about a single look and more about a shared mindset. These wardrobes build a collective identity rooted in character and ease.
The clothes tell us exactly who these people are. Take the character known as Incazzata. She wears a vivid, sixties-style “little red coat” that signals her fiery demeanor. Then there is the Gallerista, who moves through the frame in a refined black look. She carries the Bamboo 1947 bag, but it feels fresh because the accessory has been re-proportioned.
This energy extends to the menswear. The Direttore appears in a tailored suit, while the Principino is styled for someone who naturally gravitates toward the center of attention. It is dressing for pleasure, plain and simple.
What ties it all together is the styling. The collection leans heavily on sprezzatura, that specific Italian art of effortless elegance. You see it in the footwear, where soft leather mules are worn stepped-in. It suggests spontaneity, a refusal to try too hard.
You can find the La Famiglia collection in stores and online starting January 8.
