Gucci’s La Famiglia Is Now Available to Shop

Demna’s first collection for Gucci is now available to shop. Titled La Famiglia, the debut introduces a new chapter through a cast of distinct characters, each defined by attitude, ease, and individuality. Together, they reflect both the House’s history and the direction it is moving toward, with personality leading every look.

Photo Credit: Catherine Opie

Photo Credit: Catherine Opie

Photographed by Catherine Opie, the campaign centers on the individuals themselves. Each look is shaped by how it is worn,  giving every character a distinct point of view while still feeling part of the same world.

The collection draws from decades of Gucci’s visual language and reworks it with sharper confidence and an unmistakable Italian sensuality. A vivid red coat plays with sixties proportions and bold attitude, while a sleek black look is paired with a reimagined Bamboo 1947 bag that feels familiar yet newly assertive. Elsewhere, softened leather mules and relaxed tailoring signal a shift away from rigidity, prioritizing pleasure, comfort, and character.

Menswear follows the same philosophy. Tailored suits and statement pieces are worn with an effortless confidence that feels natural rather than styled for effect. Nothing feels overly restrained or precious. Instead, each look contributes to La Famiglia’s larger portrait, where individuality comes first and style follows instinctively.

The collection has already found traction off the runway, with La Famiglia appearing on celebrities including Miley Cyrus, Kim Kardashian, and Dua Lipa.