Demna’s Bold Debut: Gucci Reimagined

With “La Famiglia”, Demna injects playful energy, daring silhouettes, and modern luxury into Gucci, offering a glimpse of the house’s new direction well ahead of his first runway show.

Photography - Catherine Opie

Demna has unveiled his debut collection for Gucci, signalling a bold new chapter for the Italian house. After a decade at Balenciaga, where he redefined modern luxury, Demna  brings an audacious vision to his new role. The 38-look lineup, titled “La Famiglia”, was  released digitally ahead of Milan Fashion Week and offers a glimpse of what we can expect come February 2026, when his first official show is scheduled to take place. 

“La Famiglia” feels less like a lookbook and more like a fully cast ensemble, with each character bringing Gucci to life through their own unique personality. ‘Bastardo’ and  ‘Ragazzo’ sporting swimwear and sunglasses, whilst ‘Miss Aperitivo’ sparkles in a sequinned mini dress. Alex Consani appears as ‘La Bomba’ and captures our full  attention in a tiger-striped mini faux fur coat, while ‘Sciura’ adorns effortless Milanese  energy. 

Exaggerated silhouettes run throughout the collection, anchored by sharp tailoring, bold cuts, and numerous archival references, giving Gucci a playful edge while still respecting  its heritage. As Demna explains, his vision for Gucci is all about bringing the brand back to a space that is “unapologetically sexy, extravagant, and daring,” and this collection certainly delivers on that promise. 

Technical fabrics and striking prints bring movement and vitality to the pieces, while sculptural accessories and statement jewellery add depth and personality to each look. The result is dramatic yet effortlessly wearable, demonstrating that Demna isn’t just simply revisiting Gucci’s past, but instead shaping a bold, modern vision for the house. The digital presentation only amplifies this approach, engaging a younger, globally connected audience and rethinking how luxury can be experienced today. 

This first outing feels exactly like what Gucci needed: confident and a little cheeky, and if  this is only the soft-launch, February’s runway show promises to be something very special.