Demna Drops Debut Gucci Collection: “La Famiglia” Takes the Fashion World by Storm
Demna Gvasalia, the newly installed creative director at Gucci, has officially ushered in a new era for the Italian luxury fashion house. In a surprise move, Demna released his debut collection, titled “La Famiglia,” on Instagram and the brand’s official website. The collection, which spans across 38 looks, will be available exclusively at 10 Gucci boutiques worldwide from September 25 to October 12.
The collection is a reinterpretation of Gucci’s core identity, blending sexy and classic silhouettes in a masterclass of varied personas. Photographer Catherine Opie captured the collection through a series of “family portraits,” showcasing Demna’s signature broad shoulders, oversized silhouettes, and provocative nature.
From daring, club-ready styles for the “Partyboy” and “Narcisista” to a more traditional aesthetic for the “Direttore,” the collection offers something for every archetype. The “Nerd” archetype, for example, dons a knit vest with the brand’s classic 1970s red-and-green stripes, paired with miniature horsebit hardware and a leather cropped blazer.
While Demna is known for his buzzy marketing campaigns, this surprise drop of his debut collection at Gucci is a classic move for the designer. Gone are the days of guerrilla marketing tactics, as Demna focuses on reinterpreting Gucci’s house codes and making a statement with his new role.
For those eager to get their hands on the collection, it will be available exclusively at 10 Gucci boutiques worldwide, including Beijing SKP, Beverly Hills Rodeo Drive, London New Bond Street, Milan Monte Napoleone, Paris Montaigne, Seoul Cheongdam, Shanghai Plaza 66, Singapore Marina Bay Sands, Tokyo Aoyama, and Wooster New York. Don’t miss your chance to be a part of “La Famiglia” and experience Demna’s new era at Gucci.
