28 Sep 2025
Gucci has never been afraid of rewriting its own codes, but with La Famiglia, the House has unveiled something far bolder — a collection that radiates unapologetic sensuality, theatricality, and a spirit of sprezzatura that feels unmistakably Italian yet undeniably global.
Captured through Catherine Opie’s portraits, the campaign stages Gucci as a family of characters, each an embodiment of the brand’s multiple personas. From the monogrammed L’Archetipo trunk that harks back to Gucci’s origins in valigeria, to the fiery Incazzata in her sixties-inspired red coat, every archetype becomes a vivid expression of heritage and reinvention. La Bomba’s feline stripes, La Cattiva’s femme fatale austerity, and Miss Aperitivo’s joie de vivre all fold into a narrative that feels less like a lookbook and more like a film script, alive with eccentric glamour.
The collection celebrates the tension between extremes: feathered opera coats and high jewellery sitting alongside sheer bodycon hosiery, while menswear slips effortlessly into the realm of eveningwear and black-tie swim. Heritage signatures resurface in radical forms, from the re-proportioned Gucci Bamboo 1947 bag to the Horsebit loafer’s renewed presence. Even the GG Monogram takes centre stage with a daring “all or nothing” approach, rendered across silhouettes that oscillate between maximalism and modern minimalism.
La Famiglia cements Gucci’s renewed commitment to storytelling. It feels like a manifesto in fashion form — a seductive preview of the universe Demna is constructing for his first Gucci show in February. In this chapter, family is not defined by bloodlines, but by style, attitude, and the audacity to belong to something larger than oneself.
