STYLE

By Anika Deshmukh

24 September 2025

First Look At Demna’s Gucci: The La Famiglia Collection Is Here

Featuring a series of tongue-in-cheek portraits, the collection traces Gucci's history and style codes.

gucci la famiglia collection — Presented in a series of family portraits, Gucci’s La Famiglia collection is a bold and daring celebration of the brand. All photos courtesy of Gucci.

All happy families are alike, but none of them could possibly be as fierce as Gucci’s La Famiglia. With the new collection, the Italian fashion house unveils a bold and extravagant celebration of its signature style codes, coloured with a uniquely Demna twist.

The collection is presented in a tongue-in-cheek manner, stylised as a series of family portraits, each bordered by an ornate frame and a nameplate. The characters pictured aren’t real, of course, but their representations of the many facets of Gucci certainly are. Each portrait distils a unique aspect of the brand’s history and approach to fashion, and offers us a look at the aesthetic that Demna builds in his role as creative director.

The opening portrait is the only one to focus on an inanimate object—fittingly titled L’Archetipo, it pictures a checkered trunk in a deliberate nod to the brand’s Florentine origins as a luggage atelier. “I think it’s a very important part of the history that I don’t feel was enough of a focus in recent years. It represents the beginning, everything that this brand was built on,” Demna shared with WWD.

The proceeding looks channel everything from feminine glamour to pared-down elegance, peppered with Gucci’s signature style codes and motifs throughout. From the maximalist drama of La Principessa’s floor-length, feather-embellished coat to the cheeky sensuality of Bastardo’s bare-everything look, nothing is off-limits for La Famiglia. At first glance, the collection seems to tap into a buttoned-up, elegant, feminine glamour with La Principessa and La Snob’s dramatic gowns. This is echoed by the full-sleeved, high-necked dresses donned by Flora and La Contessa, featuring the signature Flora motif, presented as we know it on Flora’s gown and against a black backdrop on La Contessa’s.

This embellished approach is contrasted against the edginess brought by characters like Incazzata and Ragazza. Italian actress and model Mariacarla Boscono portrays Incazzata—meaning very angry in Italian—bringing a bite to the collection in a classic bamboo bag and 1960s-inspired red coat. Ragazza, on the other hand, wouldn’t look out of place at a Gen Z haunt in 2025 in an all-black crocodile ensemble with knee-high boots.

On the surface, La Famiglia’s eclectic cast of characters has little in common, but they all channel an unapologetic glamour that celebrates all things Gucci. While we’ll have to wait until February of 2026 to see Demna’s first full show for the Italian house, we will get a further look at La Famiglia during Milan Fashion Week. A short film featuring the collection titled The Tiger will premiere on 23 September in Milan, directed by Spike Jonze and Halina Reijn and starring Demi Moore. Until then, scroll through for our highlights from La Famiglia.