This collection marks the dawn of a new Gucci era under Demna, unapologetically sexy, extravagant, and daring.

La Famiglia is a study of “Gucciness”: an archetypal family of personas, Partyboy, Nerd, La Principessa, Bastardo, La VIP, Influencer, Direttore, all captured by artist Catherine Opie.

The codes are radicalised: low-waist trousers, sheer fabrics, feathered gowns, oversized shoulders. Gucci signatures, the stripe, horsebit, monogram, are not preserved but reborn, colliding past and future. Unveiled not on the runway but through a surprise global drop, La Famiglia is Demna’s first declaration: Gucci as mindset, community, shared truth.

Gucci: La Famiglia will be available at ten select Gucci boutiques* from September 25 to October 12.

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