Gucci Stages a New Dynasty With La Famiglia

With Demna at the helm, the genesis of the new Gucci era is marked by an unapologetic extravagance. First unveiled last September, the La Famiglia campaign digs into the house’s archival and visual codes across multiple eras, as a prelude to the designer’s vision as creative director.

Photographed by Catherine Opie, the campaign uses gesture, styling, and presence to frame each character as a member of the Gucci family—distinct personalities shaped by the bold mindset that defines the house.

Incazzata’s vivid ’60s-leaning “little red coat” is all heat and impulse—a pop of color that feels more confrontational than nostalgic. Complemented by a slim Jackie shoulder bag, La VIP brings the full monogram look with a mid-century elegance. The clothes keep returning to a specific kind of Italian attitude: sensual, spontaneous, and knowingly composed.

The tension between polish and ease sharpens in the details. Sprezzatura, or effortless style, manifests in low-hanging waistlines and worn leather, the kind of styling choice that turns “put together” into something more intimate.

Menswear carries the same principle. Take Introverso, whose magnetic nonchalance pushes the character past archetype into something closer to persona—a facet of the larger family portrait and a reminder that Gucci’s codes have always worked best when worn with intent.

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This January, La Famiglia arrives in stores worldwide and online, formalizing this first chapter of Demna’s Gucci.