La Famiglia is Demna’s first collection for Gucci, and it’s not a runway show. It was first presented last September through a lookbook and a short fashion film titled The Tiger, ahead of his official debut in Milan this February. This isn’t the full story yet — it’s Demna setting the tone before it even starts.
The choice of a film makes sense. Demna has always been vocal about his interest in cinema, and here it’s used in a very direct way. The film neither explains the collection nor tries to build a narrative; it simply shows the clothes as they are and it works as a practical introduction to the silhouettes, the attitude, and the way Demna wants Gucci to be seen. The campaign, shot by Catherine Opie, follows the same logic. Instead of building a fantasy, it focuses on people. Each character represents a different way of inhabiting Gucci, forming an extended family rather than a cast, and their presence feels unmistakably Italian.
From there, the collection moves through a set of looks that feel intentional without being rigid. Demna works with familiar Gucci elements (tailoring, leather, iconic accessories) but shifts the focus to proportion and styling rather than decoration. References to the archive are present but controlled. Silhouettes hint at different decades without locking into a specific moment. The result feels aware of Gucci’s past, but not dependent on it.
Certain characters stand out more clearly. Incazzata appears in a 1960s-inspired red coat, sharp in cut and direct in attitude. Gallerista (the gallerist) is dressed in black and paired with the reworked Bamboo 1947. Across the collection, sprezzatura (a distinctly Italian idea of effortless elegance) appears through straightforward styling choices: soft leather mules worn stepped on, relaxed tailoring, and clothes that are not overworked.
Menswear follows the same logic. Direttore (the director) wears a tailored suit with a relaxed fit, while Principino (the little prince) adopts a more visible, confident approach. In both cases, the focus is on ease and intention, without rigid ideas of formality or masculinity. Accessories and footwear complete the looks without taking over. Horsebit details, leather belts, vintage-leaning sunglasses — everything feels placed with intention.
La Famiglia is now available in Gucci stores worldwide as well as online. The collection works as a clear introduction to Demna’s approach at the House, ahead of his runway debut in February.
