Gucci: La Famiglia — A New Gucci Era as Demna Brings Drama, Film and Fashion
By Gift Gavinko
When Kering announced that Demna would leave Balenciaga to become Creative Director of Gucci, the fashion world paid attention.
Gucci has experienced a few quieter seasons recently, including the departure of Sabato De Sarno after two years at the helm. Demna’s appointment signalled a clear shift in direction. Known for challenging tradition and creating conversation, he was always expected to make an entrance — and he did.
Instead of presenting his debut collection with a classic runway show during Milan Fashion Week, Demna chose a different approach. He released the collection early through a digital lookbook, setting the tone for a new era that feels less predictable and more direct.
Then came the cinematic moment.
On the official day of Milan Fashion Week, Gucci premiered The Tiger, a short film directed by Spike Jonze and Halina Reijn. The cast featured names such as Demi Moore, Edward Norton, Elliot Page, Keke Palmer, and Alia Shawkat. The result felt polished and cinematic — blending fashion with storytelling in a way that reflects Demna’s creative style. You can view the full film here: https://www.youtube.com/watch?v=Y7MgcDKBPpw
At the centre of this new beginning is the campaign Gucci: La Famiglia.
Photographed by Catherine Opie, the campaign introduces a group of characters who each represent a different side of Gucci. Confident, expressive, and individual, they form a modern “family” connected by attitude and style.
There is Incazzata in a bold red ’60s-inspired coat, and Gallerista in sleek black paired with the Bamboo 1947 bag. The menswear is tailored yet relaxed, reflecting a sense of Italian ease known as sprezzatura — effortless but intentional.
Demna draws from Gucci’s archives, but the result feels current. The silhouettes are sharper, the mood more sensual, and the styling more daring. It is Gucci heritage, reworked with clarity and confidence.
The House also introduced the Gucci Borsetto, a new handbag that plays on language and legacy. The name combines “borsa” (Italian for bag) and “morsetto” (horsebit), referencing one of Gucci’s most recognisable symbols since the late 1940s.
Gucci: La Famiglia is now available in stores worldwide and online.
With this debut, Demna doesn’t just step into Gucci — he sets a new pace. And this is only the beginning.