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Demna has opened his tenure at Gucci with La Famiglia, a debut statement that sets out to create a collective languagefor the house. The project frames Gucci as a family of characters, each embodying a different facet of the brand’s identity.
The portraits, shot by acclaimed photographer Catherine Opie, feature an extended cast ranging from aristocrats and patrons to influencers, all representing archetypes such as l’Archetipo (the refined and serious persona), Miss Aperitivo(playful and carefree), La Bomba, and La Cattiva. Together, they build a narrative universe that mirrors the plurality of Gucci’s spirit.
Interwoven with these personas are house icons, including the Bamboo 1947 bag, the Horsebit loafer, the Flora motif, and the double G monogram. In terms of garments, the collection showcases opulent down coats, sheer ensembles, and pieces that reinterpret the Italian dolce vita through a contemporary lens.
With La Famiglia, Demna positions Gucci not just as a fashion house but as a cultural collective, blending heritage symbols with modern narratives to define his new era at the brand.
Ph: Demna / Gucci