La Famiglia Defines Gucci’s New Vision of Style and Attitude
Gucci presents La Famiglia, a campaign that heralds the dawn of a new era under Demna: unapologetically sexy, extravagant, and daring. First glimpsed in September, the collection is a deep dive into the House’s archives and visual codes, tracing multiple eras to pave the way for Demna’s personal vision for Gucci, set to be fully revealed this February.
Captured through the lens of Catherine Opie, La Famiglia introduces a cast of characters, each a distinct facet of the House’s personas. Through attitude, styling, and presence, they embody the shared mindset that defines Gucci’s unique identity – what the campaign calls the ‘Gucciness’ of the brand.
From gesture to wardrobe, each look communicates personality. The collection interprets Gucci’s iconic codes with fresh sensuality, spontaneity, and unmistakable Italian flair. Incazzata commands attention in her vivid ’60s-inspired red coat, reflecting her fiery spirit, while Gallerista exudes refined poise in a sleek black ensemble, paired with the reimagined Bamboo 1947 bag.
Sprezzatura – the Italian art of effortless elegance – runs through the campaign, from soft leather mules to tailored suits. Dressing for pleasure extends into menswear, seen in Direttore’s sharp tailoring and Principino’s magnetic presence. Every outfit reveals one of the many faces of La Famiglia, showcasing the distinctive aesthetic attitudes that define this collection.
La Famiglia is available in Gucci boutiques worldwide and on gucci.com