Demna Gvasalia makes a bold debut at Gucci with La Famiglia, a stunning 37-image lookbook that redefines the house on his own terms. Shot by Catherine Opie, this visual manifesto introduces a cast of characters embodying the essence of “Gucciness” from the heritage-inspired Gucci trunk to sharp nods to ’60s Milanese elegance and contemporary subcultures.
Demna’s approach balances reverence for the brand’s rich archives, like metallic lamé gowns, Flora prints, and GG monograms, with his signature sculptural austerity, moving away from past maximalism toward fresh, assertive luxury. The styling cleverly plays with Gucci’s mythology, mixing irony and sophistication to create a family portrait that feels both playful and powerful.
La Famiglia marks a new chapter for Gucci, deeply rooted in legacy yet provocatively forward-looking. While some may find the concept heavy, the sharp tailoring and luxe details prove Demna’s vision is as much about artful storytelling as it is about wearable elegance. The fashion world will be watching closely as this provocative new Gucci takes shape.
Demna Gvasalia’s Gucci debut for Spring Summer 2026 broke tradition with a lookbook, a short film called The Tiger, and a celebrity-filled premiere at Milano Fashion Week. The collection fused Gucci’s heritage with Demna’s sharp, deconstructed style: monogram satin sets, crystal gowns with dramatic proportions, and croc-embossed minis built for power dressing.
The film starred Demi Moore, Kendall Jenner, Keke Palmer, and Alex Consani, ending with a fiery orange-and-gold gown that embodied Demna’s dark, cinematic maximalism. At the premiere, stars like Serena Williams, Gwyneth Paltrow, and Lila Moss showcased key looks, turning the event into both fashion statement and cultural spectacle.
