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

Designer Demna Gvasalia recalled receiving an email from Balenciaga rejecting his application for an internship. He shared this story in an interview with Vogue.

It happened right after he graduated from the Antwerp Academy in 2007.

«I had an interview for an internship in the menswear department and, fortunately, I was rejected. Because my professional path would have turned out differently if I had been accepted,» Demna said in his recent Vogue interview.

The conversation was tied to a retrospective exhibition marking Demna’s ten years at Balenciaga. It can be seen until July 9 at the Kering headquarters in Paris.

The exhibition opens with the very letter of rejection Demna once received:

«Dear Demna, Thank you for your interest in the menswear design internship at Balenciaga. We have reviewed your application carefully and are not considering your candidacy at this time. Your résumé will remain in our records should new opportunities arise. We wish you all the best.»

«I think these ten years have truly been a journey into how we can push boundaries — how we perceive fashion differently, especially in the context of luxury. Ten years of mental work. Every piece had a concept. Almost everything I created was meant to impress myself. Maybe that’s important, because I don’t intend to do the same in my next chapter,» Gvasalia reflected.

As a reminder, in March it was announced that Gvasalia has been appointed the new creative director of Gucci. He will start working at the fashion house after presenting his final collection for Balenciaga, a brand he has led for the past ten years.

«Demna will bring something exceptional to Gucci. His way of defining fashion today is quite unique, and that’s exactly what Gucci deserves and needs for the future,» said Gucci CEO Jean-François Palus.

Photo: Malick Bodian, Balenciaga

Personnel reshuffles continue in the fashion industry. Recently, it was announced that Georgian designer Demna Gvasalia has been appointed as the new creative director of the Italian brand Gucci. This was confirmed by the French company Kering, which owns the fashion house.

Gvasalia is currently finalizing his work at Balenciaga and will assume his new duties in July 2025. Before him, this position had been held by Italian designer Sabato De Sarno since 2023, whose term officially ended on February 6, 2025.

«Demna has made a significant contribution to the industry’s development, Balenciaga, and the success of the group. His creative potential aligns perfectly with the spirit of Gucci,» Kering stated in an official announcement.

«I am absolutely thrilled to join the Gucci family. It is a great honor for me to contribute to the development of a house that I deeply respect and have admired for a long time,» Gvasalia commented on his appointment.

In reality, this appointment has surprised many. Under Gvasalia’s leadership, Balenciaga became a symbol of boldness and rebellious fashion, whereas Gucci has traditionally been associated with classic luxury and elegance.

Opinions on the new creative director are divided. Some believe this move is risky and could impact the brand’s status and perception. Others see it as an opportunity for renewal, allowing bold decisions to merge with Gucci’s traditional aesthetics. Well, time will tell what Gucci will look like under Gvasalia’s leadership!

What is clear for now is that the French luxury conglomerate Kering is trying to revive Gucci, the flagship brand in its portfolio: Gucci accounts for half of the group’s total sales and two-thirds of its profits.

The brand has been one of the most affected by the weakening demand for luxury goods and accessories. This decline is linked to internal business challenges as well as its heavy dependence on the Chinese market, which is experiencing an economic downturn.

For reference, Demna Gvasalia was born in Sukhumi. He received his design education and a master’s degree from the Royal Academy of Fine Arts in Antwerp, Belgium. He interned at Louis Vuitton and Maison Margiela. He gained worldwide recognition through the brand Vetements, which he founded with his brother in 2014.

In 2015, Gvasalia became the creative director of Balenciaga. The brand’s revenue grew from $350 million at the time of his arrival to nearly $2 billion by 2022. In October 2024, Balenciaga extended his contract for an indefinite period.

 Photo cover: Malick Bodian