Demna Reveals Gucci’s First Collection ‘La Famiglia’ in a Surprise Drop

On September 22, Gucci unveiled its first collection under the newly appointed artistic director, Demna, in a surprise release, just ahead of his scheduled debut at Milan Fashion Week. The unexpected timing of the launch, without prior notice, is being read as a provocative move characteristic of Demna himself.

Titled La Famiglia, the collection was shot in a portrait format by photographer Catherine Opie. Released through a refreshed official Gucci Instagram account, the campaign presents around 37–38 looks. Among them are diverse “Gucci family” characters, such as Bastardo, Androgino, and Partyboy, which blend the brand’s archival codes with Demna’s signature humor and irony.

Mariacarla Boscono appears in a cropped red coat with dark sunglasses, while Alex Consani commands attention in a tiger-print fur coat with exaggerated shoulders paired with pointed pumps. Accessories include modern reinterpretations of iconic items like the Gucci Bamboo 1947 and classic loafers.

In a press release, Gucci explained: “The collection named La Famiglia marks Gucci’s return to storytelling, going back to the future by way of the past, defining the aesthetic based upon which Demna’s Gucci vision will be built.” The capsule collection will be available in 10 Gucci stores worldwide, including New York, Los Angeles, Beijing, Shanghai, Singapore, Tokyo, Seoul, London, Milan, and Paris, exclusively from September 25 to October 12.

While Demna’s Gucci boldly emphasizes sexiness, extravagance, and daring aesthetics, this is only the beginning. Behind the glamour, however, lie significant challenges.

Gucci’s revenues have dropped sharply from €10.49 billion in 2022 to €7.7 billion in 2024, with consecutive declines of 25% over two quarters. In this climate, both newly appointed CEO Francesca Bellettini and Demna carry the heavy responsibility of driving the brand’s turnaround. With Demna’s first full runway show set for February next year, that moment is expected to make Gucci’s new direction even clearer.