The highly anticipated new collection from Gucci, under the creative direction of Demna Gvasalia, has finally been unveiled. Titled La Famiglia, this collection marks a new chapter in the iconic fashion house’s history, as reimagined through Demna’s unique vision. Presented in a captivating lookbook shot by the talented Catherine Opie, La Famiglia showcases 37 portraits of individuals embodying the essence of “the Gucciness of Gucci” according to Demna.
From the glamorous Miss Aperitivo in a sequined minidress to the bold Narcisista with his unbuttoned shirt and GG buckle belt, each character in this family album reflects a different facet of Gucci’s heritage and aesthetic. The collection pays homage to Gucci’s origins with the image of L’Archetipo, featuring a newly constructed Gucci trunk that harks back to the brand’s beginnings as a luxury luggage maker in Florence in 1921.
Demna’s interpretation of Gucci’s codes is evident throughout the lookbook, with modern interpretations like L’Influencer in an oversized leather bomber jacket and classic ensembles like La Contessa in a Flora print gown. Each look is a blend of traditional Gucci elements and Demna’s signature sardonic twist, creating a collection that is both familiar and refreshing.
According to a press note from Gucci, this collection serves as the foundation for Demna’s vision for the brand leading up to his debut show in February. The juxtaposition of Gucci’s heritage with Demna’s innovative approach sets the stage for an exciting new chapter in the house’s history.
As the collection prepares to hit stores worldwide, fashion enthusiasts eagerly await the opportunity to experience Demna’s Gucci firsthand. With a nod to the brand’s past and a bold vision for the future, La Famiglia is a testament to the enduring legacy of Gucci and the creative genius of Demna Gvasalia.
