The first glimpse of the new Gucci era under former Balenciaga creative director Demna came via an Instagram post, revealing the collection titled La Famiglia. With each portrait came the stage, the pieces, and the characters – a moment that felt “Wow, this is as good as it gets.”
It was already impressive, but at Milan’s Fashion Week premiere–where a 30-minute film, The Tiger, replaced a traditional runway debut–it became unforgettable.
Directed by Spike Jonze and Halina Reijn—filmmakers known for subversive, narrative-driven work—it was a bold move that turned fashion into cinema. By staging a surreal family drama with Demi Moore as matriarch Barbara Gucci, the film shifts focus from the spectacle of a catwalk to a layered exploration of power, image, and identity. Each garment functions as both costume and symbol, reinforcing the characters’ roles within a crumbling façade of perfection. In doing so, Gucci highlights clothes not merely as objects of desire, but as tools of storytelling, questioning the nature of performance, luxury, and legacy. The result is a work that expands fashion’s cultural reach: it promotes the collection, redefines the brand’s voice under Demna, and positions Gucci at the intersection of cinema, art, and social commentary
The first launch was unexpected, a digital drop just before MFW, photographed by Catherine Opie, anchoring visual drama with the gravitas of archival memory.
This collection is all about archetypes. From La Star to La Contessa, from L’Influencer to La Snob, Demna turns MFW into a theatre of personas. Each look is introduced as a character, a facet of Gucci’s identity. What unites them, he explains, is an energy that is “unapologetically sexy, extravagant, and daring,” a stark contrast to Sabato De Sarno’s restrained focus on elevated essentials. These archetypes feel rooted in Gucci’s history of glamour, Italian elegance, the bold sexual energy of the 1990s, and the playful showmanship Tom Ford sparked.
He doesn’t replicate, instead, he builds on a classic foundation and evolves it with a fresh perspective. One of the most striking ways Demna honors Gucci’s heritage is through his reference to Guccio Gucci with the L’Archetipo trunk. A symbol of the house’s origins—paying homage to the founder’s early days transporting luxury trunks and laying the foundation for the iconic leather goods brand we know today.
The Gucci DNA is also found in the monograms, the bamboo handles, the floral prints, the craftsmanship, but refracted through his lens of maximal drama and personality.
Accessories are revived: the Gucci Bamboo 1947 bag is back in the spotlight, the Horsebit loafer gets a sleek and modern twist. Prints like the legendary Flora motif reappear, reminding us why Gucci has long been synonymous with elegance, romanticism, and sartorial storytelling. It feels like a strong reclaiming, remapping what the house has always been capable of.
The collection’s intensity is impossible to ignore: exaggerated shoulders, ultra-short mini dresses, and layers of faux fur and feathers give each outfit a sculptural drama. Sharp lines and bold proportions create a sense of theatricality, while embroidery, textures, and playful embellishments reinforce Gucci’s extravagant personality.
Demna may not have chosen to make his debut with a runway show, but one thing was certain: yesterday, Palazzo Mezzanotte felt like a full-blown fashion and visual feast.
All eyes were on this debut—an event that many had questioned in advance—yet it proved the exact opposite, marking a dazzling, unforgettable start to fashion week, despite doubts swirling over whether Demna’s edgy, streetwear-infused vision could honor the elegance and tradition Gucci is known for.
The message came through loud and clear: the world got a tantalizing taste of what Gucci under the Georgian designer might look like—and now everyone wants more. He struck the perfect balance, giving nods to longtime Gucci lovers while teasing newcomers, signaling that a bold, wild, and sexy new chapter for the house is on the horizon. Now, all eyes are on how the market will respond when the collection hits ten official Gucci stores—and especially for February 2026, when the first official runway show is scheduled. This is just the beginning—enjoy the ride.
