Gucci enters a new era with Demna’s first collection

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Last week, fashion house Gucci unveiled its highly anticipated campaign La Famiglia.

A new collection from one of the world’s most historic and influential houses is one thing – but La Famiglia signals the start of a new era for Gucci.

The campaign marks the first time Demna Gvasalia, known simply as Demna, reveals his initial creative vision as the brand’s new Artistic Director.

“They will together lead Gucci into a new era of success”

Demna, Gucci

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Demna joined Gucci from Balenciaga in 2025, taking on the role of Artistic Director.

At the time, Stefano Cantino, CEO of Gucci, said:

“I have always admired Demna’s creative approach, which is both unique and powerful. His ability to honor a brand’s iconic heritage while embracing a modern sensibility is extraordinary. With Gucci’s strengthened foundations as a springboard, Demna will guide the house toward renewed fashion authority and enduring cultural relevance.”

Meanwhile, Francesca Bellettini, Deputy CEO of Kering responsible for Brand Development, raised expectations further:

“I look forward to the collaboration between Demna and Stefano as they lead Gucci into a new era of success.”

And that era begins now with La Famiglia.

"Gucci remains one of the most important houses in Kering’s portfolio"

The campaign can be read as an exploration of the house’s archives, visual codes, and historical identities, filtered through Demna’s perspective.

Rather than a single narrative or a definitive collection, Gucci presents a series of characters and wardrobes that together form a portrait of the house.

The photographer is American artist Catherine Opie, whose images depict a collective of personalities, each representing different facets of what Gucci describes as the house’s distinctive “Gucciness.”

There is no central protagonist; instead, it is attitude, gesture, styling, and presence that bind the story together – just as much as the clothing itself. The narrative revolves around identity, belonging, and character, all unified under the concept of La Famiglia.

Family is understood broadly: as a community of differences, tied together by shared references and aesthetic codes. At the same time, La Famiglia should be seen in a wider context. Gucci remains one of the most important houses in Kering’s portfolio, and expectations for Demna are high after a period of both creative and commercial recovery.

The campaign is therefore not a final definition of the future, but a deliberate first step.

The La Famiglia collection will be available in Gucci stores worldwide and on gucci.com from January 8.