Gucci: La Famiglia, a new campaign revealing wardrobes that mark the genesis of a new Gucci era by Demna: unapologetically sexy, extravagant, and daring.
First unveiled in September, the LaFamiglia collection reflects Demna’s ongoing research into the House’sarchival and visual codes across multiple eras, in anticipation of andbuilding up to his personal vision for Gucci, which will be revealedin February.
Captured by Catherine Opie, each character appears as a distinct facetof the House’s personas, shaped by attitude, aesthetic language, andthe shared mindset that defines the ‘Gucciness’ of Gucci. Across the campaign, gesture, styling, and presence highlight thedifferent personalities within this extended Gucci family, revealinghow their wardrobes form a collective identity built on ease, character,and iconic codes.
The Italian art of effortless elegance, sprezzatura, informs gesturesof ease with soft leather mules worn stepped-in. Dressing for pleasureis carried over into menswear, seen in Direttore’s tailored suit andPrincipino’s look, defined by his natural pull toward the centre ofattention. Each character and their wardrobe reveal one of the manypersonas of La Famiglia and the distinctive aesthetic attitudes thatdefine the collection.
The La Famiglia collection will be available in Gucci stores worldwideand on gucci.com starting January 8.
