A New Vision of Gucci in Demna Gvasalia’s Fresh Campaign

La Famiglia

Demna Gvasalia has made his debut with a first collection for Gucci, titled La Famiglia. In the designer’s signature style, each look in the campaign embodies a distinct archetype: the countess, the prima donna, the patron, the snob, the queen of drama, the party lover, and more.

«I conceived this collection as a kind of family of characters who embody my vision of Gucci. They are the brand’s future clients who will recognize themselves in these images: confident, fashionable, and with their own point of view. There is no single silhouette here, nothing monotonous — some will like it, others will not, and that is exactly how it should be,» commented Gvasalia.

The collection reveals a clear drive toward diversity: the quilted Flora dress with a high collar evokes royal attire, while the L’Influencer look — featuring a leather bomber and mini-skirt — resembles the wardrobe of a modern fashion icon.

The designer drew inspiration both from historical eras and from specific personalities: for instance, a coat of sky-blue faux fur recalls the iconic looks of Sophia Loren.

Overall, Gvasalia alternates between references to the traditional symbolism of the fashion house. Among the accessories, the Gucci Bamboo 1947 stands out — one of the brand’s most celebrated models, selected by the designer for his debut. Meanwhile, the iconic Horsebit buckle, thanks to Demna’s vision, has migrated from loafers and handbags to trouser pockets and belts.

The collection will be available exclusively in ten stores from September 25 to October 12, while tomorrow evening in Milan will mark the premiere of Gucci’s first video campaign in the format of a short film, created by Gvasalia.

Photo: Gucci