Gucci: La Famiglia: Inside the First Chapter of a New Era
Gucci: La Famiglia: Inside the First Chapter of a New Era Gucci enters 2026 with a troupe of personalities rather than a single muse. La Famiglia, the House’s newly unveiled campaign, introduces a wardrobe shaped by character, attitude, and inheritance, offering a first glimpse into the world Demna is beginning to define for Gucci. Unapologetically sexy, extravagant, and precise the collection signals a purposeful shift that feels entirely of the moment. Captured through Catherine Opie’s lens, the campaign reads like a contemporary family portrait. Each figure stands as an individual, yet together they form a shared identity bound by aesthetic codes, gestures, and a distinctly Italian sense of presence. This is the new era of Gucci, lived not only worn. La Famiglia brings Gucci’s archive to life through personality, not nostalgia. Incazzata burns bright in a vivid 1960s inspired little red coat. Gallerista moves with quiet authority in black, carrying a re proportioned Bamboo 1947. In menswear, Direttore’s tailoring and Principino’s effortless presence turn dressing into confidence and pleasure. Sprezzatura runs through every gesture. Stepped in leather mules, relaxed silhouettes, clothes are worn, not performed. Sensuality is in the air, unspoken and natural. While Demna’s full vision for Gucci will be revealed in February, La Famiglia functions as a deliberate prologue. A study in archetypes, desire, and continuity, it hints at the new language of Gucci to come. Available in Gucci stores worldwide and on gucci.com from January 8. Image Courtesy of Gucci
