Gucci is stepping into a bold new chapter – and it’s nothing short of unapologetic. The La Famiglia collection signals the start of a new Gucci era: sexy, extravagant and deliciously daring. Think of it as a love letter to “Gucciness” itself — the attitude, the glamour, the shared aesthetic language that has made the House iconic for over a century.
Shot by Catherine Opie, the look book frames an extended “Gucci family” of striking personalities and distinctive style archetypes. Each character embodies a facet of the brand’s personas: the fiery Incazzata in her ’60s-style little red coat, La Bomba with her feline stripes, La Cattiva’s femme-fatale severity. Miss Aperitivo is living la dolce vita, while L’Influencer channels the digital fashion devotee. La Mecenate, La Contessa, Sciura and Primadonna exude refined Italian elegance, while Principino and La Principessa steal the spotlight as two sides of the same coin.
This is Gucci’s heritage seen through a fresh lens. The look book opens with L’Archetipo — a monogrammed travel trunk honouring the House’s beginnings as a luggage atelier — and moves through silhouettes spanning maximalist feathered opera coats to the sensual minimalism of seamless hosiery. Heritage pieces are revived: the Bamboo 1947 bag re-proportioned for now, the Horsebit loafer styled with head-to-toe GG monogram, and the Flora print reimagined in a nocturnal palette. Even menswear leans into pleasure dressing with black-tie swimwear and transparent bodycon sets.
La Famiglia is Gucci storytelling at its richest — a mix of sprezzatura, fantasy and self-expression that lays the groundwork for Demna’s vision ahead of his first show in February.
Courtesy of Gucci.
